Chili’s® Grill & Bar is shifting into high gear for the 2025 NASCAR season with the launch of its exciting new campaign, ‘Ride the Dente’™. This initiative is part of a multi-race partnership extension with Spire Motorsports, celebrating Chili’s freshly rebranded Presidente Margarita®. The campaign will be featured across Chili’s social media channels and during race broadcasts on FOX, kicking off at Daytona this week.
The Legacy of the Presidente Margarita
Since 1994, Chili’s Presidente Margarita—now affectionately known as the ‘Dente’—has been a fan favorite. Crafted with reposado tequila, brandy, and orange liqueur, this margarita is renowned for its bold flavor and signature presentation. Chili’s team members shake the margarita by hand before pouring it into a handblown, blue-rimmed glass, giving guests an interactive and immersive experience. Now, with its refreshed logo, the blue shaker continues to symbolize the fun and flair that Chili’s brings to every occasion.
No matter the situation—a night out, a tough day, or an exhilarating NASCAR race—the answer is simple: Ride the ‘Dente. This philosophy comes to life through Chili’s latest creative endeavor: a country song and music video titled “Ride the ‘Dente.”
Introducing the ‘Ride the Dente’ Country Song and Music Video
The full-length country song and music video showcase the Spire Motorsports No. 7 Chili’s Ride the ‘Dente Chevy, following a race-car-driver-turned-country-star on an energetic journey from the racetrack to a larger-than-life Chili’s celebration. NASCAR fans can watch the video on Chili’s YouTube channel, social media, and during race broadcasts throughout the season.
“Our partnership with Spire Motorsports started as a way to bring Chili’s to the track and connect with NASCAR fans over what we do best—serving up our famous Presidente Margaritas,” said George Felix, Chili’s Chief Marketing Officer. “This year, we’re cranking it up a notch. We wanted to take our relationship with NASCAR fans to the next level, and what better way than breaking into country music to tell the story of the ‘Dente?”
Spire Motorsports Partnership Renewal
Chili’s multi-race partnership extension with Spire Motorsports begins with Daytona-winning racer Justin Haley and championship-winning crew chief Rodney Childers making their points racing debut together in the No. 7 Chili’s Ride the ‘Dente Chevrolet ZL1 throughout Daytona Speedweeks. The excitement culminates with the 67th annual Daytona 500 on Sunday at 2:30 p.m. ET on FOX.
“We are beyond grateful to have Chili’s on this journey with us again in 2025,” said Spire Motorsports co-owner Jeff Dickerson. “Justin, Rodney, and the No. 7 team are ready to make an impact this season, and we’re inspired by Chili’s creativity and enthusiasm. Their energy and innovation continue to elevate our partnership.”
On the track, the Chili’s Ride the ‘Dente Chevy features a western-inspired design, including a custom Ride the ‘Dente logo on the hood. Justin Haley will sport a standout firesuit featuring a Texas-sized belt buckle detail, faux denim jeans, and a western-style button-down motif. As a tribute to Chili’s team members, the names of all 1,105 general managers at corporate-owned Chili’s restaurants are displayed within the Chili’s pepper logos on the car doors.
“I’m pumped to have Chili’s back on board the No. 7, especially in the Daytona 500,” said Haley. “There’s no better way for fans to gear up for the Great American Race than to pour a couple of ‘Dentes and settle in for 500 miles of chaos at Daytona. We’ll do our best to put the No. 7 Chevy up front and Ride the ‘Dente all the way to Victory Lane.”
Fan Engagement and Upcoming Events
Race fans in Daytona can meet Justin Haley and fellow Spire Motorsports driver Carson Hocevar at Chili’s Ormond Beach this Friday, Feb. 14, at noon. The drivers will sign autographs, participate in a Q&A session with Barstool Sports’ “Rubbin’ is Racing” podcast hosts Spider and Large, and even shake up some Presidente Margaritas of their own.
Chili’s will also take center stage on Saturday, Feb. 15, for the Chili’s ‘Ride the ‘Dente’ 200 at Daytona International Speedway, marking its debut as an official entitlement partner. The ARCA Menards Series season-opening event kicks off at noon ET.
For fans unable to make it to Daytona, the opportunity to Ride the ‘Dente is always available at their local Chili’s. In particular, Chili’s favorite annual event, National Margarita Day, on Saturday, Feb. 22, offers the perfect occasion to enjoy the legendary margarita that delights millions each year.
So, whether you’re trackside in Daytona or at your local Chili’s, one thing is clear: it’s time to Ride the ‘Dente!
