UniFirst announces primary sponsorship schedule for the 2026 NASCAR Cup Series season

Rhea-AI Summary

UniFirst (NYSE:UNF) announced its 2026 NASCAR Cup Series primary sponsorship schedule with Hendrick Motorsports for the No. 9 Chevrolet driven by Chase Elliott.

UniFirst will be primary sponsor for five races, debuting at Darlington Raceway on March 22, 2026. Other dates: Martinsville on March 29, Richmond on Aug 15, Charlotte ROVAL on Oct 11 (playoff), and Martinsville on Nov 1 (playoff). The car will feature UniFirst's bold green design and "U-Mark."

UniFirst noted this marks its seventh year sponsoring Chase Elliott and serves alongside its role as Official Workwear Provider for Hendrick Motorsports and Hendrick Automotive Group.

News Market Reaction

+0.02%

1 alert

+0.02% News Effect

On the day this news was published, UNF gained 0.02%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Primary races: 5 races Darlington date: March 22, 2026 at 3 p.m. ET Martinsville date: March 29, 2026 at 3:30 p.m. ET +4 more

7 metrics

Primary races 5 races Number of 2026 NASCAR Cup Series events with UniFirst as primary sponsor

Darlington date March 22, 2026 at 3 p.m. ET Debut of UniFirst No. 9 car at Darlington Raceway

Martinsville date March 29, 2026 at 3:30 p.m. ET Second 2026 race with UniFirst primary sponsorship

Richmond date August 15, 2026 at 7 p.m. ET Night race at Richmond Raceway with UniFirst branding

Charlotte ROVAL date October 11, 2026 at 3 p.m. ET Playoff race with UniFirst as primary sponsor

Martinsville playoff date November 1, 2026 at 2 p.m. ET Playoff race at Martinsville with UniFirst sponsorship

Sponsorship tenure 7th year UniFirst’s sponsorship of Chase Elliott and No. 9 team in 2026

Market Reality Check

Price: $215.00 Vol: Volume 166,451 vs 20-day ...

normal vol

$215.00 Last Close

Volume Volume 166,451 vs 20-day average 210,639 (relative volume 0.79) ahead of this branding news. normal

Technical Price 179.77 trading above 200-day MA at 176.66 before the announcement.

Peers on Argus

Peers in Specialty Business Services showed gains, with CBZ up 1.99%, ABM up 2.2...

Peers in Specialty Business Services showed gains, with CBZ up 1.99%, ABM up 2.21%, FA up 2.39%, and TIC up 8.29%, alongside UNF’s 0.7% move, but momentum scanners did not flag a coordinated sector move.

Historical Context

5 past events · Latest: Dec 10 (Neutral)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 10	Proxy advisors backing	Neutral	+0.7%	Proxy advisors recommended voting for Engine Capital’s director candidates.
Dec 08	Proxy advisor recommendation	Neutral	-0.7%	ISS supported Engine Capital’s nominees over certain incumbent directors.
Dec 02	Branding partnership news	Neutral	+0.0%	Announced 2026 NASCAR Cup Series primary sponsorship schedule with Hendrick Motorsports.
Dec 01	Activist open letter	Neutral	+2.7%	Engine Capital sent open letter to UniFirst’s independent directors.
Nov 25	Activist open letter	Neutral	+2.9%	Engine Capital addressed trustees controlling UniFirst in an open letter.

Pattern Detected

Recent trading around news and activist developments shows modest single-day reactions, with no pronounced pattern of sharp moves on announcements.

Recent Company History

This announcement continues a series of December developments for UniFirst. Activist Engine Capital issued open letters on Nov 25 and Dec 1, and proxy advisor recommendations followed on Dec 8 and Dec 10, with mixed but moderate price reactions between -0.67% and 2.91%. The NASCAR sponsorship news on Dec 2 saw a very small 0.02% move, suggesting limited immediate price impact from branding updates versus governance headlines.

Market Pulse Summary

This announcement outlines UniFirst’s 2026 NASCAR Cup Series primary sponsorship schedule with Hendr...

Analysis

This announcement outlines UniFirst’s 2026 NASCAR Cup Series primary sponsorship schedule with Hendrick Motorsports and the No. 9 team across five races. It reinforces a relationship that will reach its seventh year, supporting brand visibility and its role as Official Workwear Provider. In the broader context of recent activist activity and proxy solicitations, investors may track how marketing partnerships, governance developments, and future operating results interact over time.

Key Terms

nascar cup series, playoff race

2 terms

nascar cup series technical

"announces its 2026 NASCAR Cup Series primary sponsorship schedule with partner"

The NASCAR Cup Series is the top level of professional stock car racing in the United States, composed of a season-long schedule of races where drivers and teams compete for race wins and an overall championship. It matters to investors because the series generates revenue and brand exposure through ticket sales, broadcast and streaming rights, sponsorships, and merchandise — functioning like a national advertising stage that can materially affect the sales, marketing value, and public profile of companies tied to it.

playoff race technical

"Charlotte Motor Speedway ROVAL on Sunday, October 11 at 3 p.m. ET (playoff race)"

A playoff race is the late-season period when teams compete for the limited spots that qualify them for postseason tournaments, so each game has higher stakes and public interest. Investors care because stronger playoff prospects boost ticket sales, TV ratings, sponsorships, merchandise and betting — a surge in attention and revenue similar to a company entering a high-demand product launch window, which can affect related stocks and short-term earnings.

AI-generated analysis. Not financial advice.

WILMINGTON, Mass., Dec. 2, 2025 /PRNewswire/ -- UniFirst Corporation (NYSE:UNF), a North American leader in providing customized business uniform programs, facility service products and first aid and safety services, is excited to announce its 2026 NASCAR Cup Series primary sponsorship schedule with partner Hendrick Motorsports. UniFirst will be the primary sponsor of 2020 Cup Series champion and eight-time Most Popular Driver Chase Elliott and the No. 9 team for five races next season.

The UniFirst No. 9—sporting its signature bold green design and iconic "U-Mark"—will debut at Darlington Raceway on March 22.

The full 2026 NASCAR Cup Series schedule for the UniFirst No. 9 Chevy:

• Darlington Raceway on Sunday, March 22 at 3 p.m. ET, televised on FS1
• Martinsville Speedway on Sunday, March 29 at 3:30 p.m. ET, televised on FS1
• Richmond Raceway on Saturday night, August 15 at 7 p.m. ET, televised on USA
• Charlotte Motor Speedway ROVAL on Sunday, October 11 at 3 p.m. ET (playoff race), televised on USA
• Martinsville Speedway on Sunday, November 1 at 2 p.m. ET (playoff race), televised on NBC

"We're excited for another season of partnership with Hendrick Motorsports and Chase Elliott," said David Katz, Executive Vice President of Sales and Marketing at UniFirst. "The team consistently represents the highest levels of performance and integrity, and we are proud to have our brand associated with them. We are looking forward to getting back on the track and are looking forward to bringing home some wins in 2026."

The 2026 season marks UniFirst's seventh year as a proud sponsor of Chase Elliott and the No. 9 team.

"I'm eager to see what 2026 has in store for our No. 9 team after a solid 2025," said Elliott. "We'll have the UniFirst colors on board at tracks where we had some promising runs last year, and that makes me confident we can build on those and hopefully get UniFirst to victory lane in the process."

As the Official Workwear Provider for Hendrick Motorsports, UniFirst supplies high-quality uniforms and workwear, as well as facility services to the team and its sister company, Hendrick Automotive Group.

For more information on UniFirst, visit UniFirst.com.

About UniFirst
Headquartered in Wilmington, Mass., UniFirst Corporation (NYSE: UNF) is a North American leader in the supply and servicing of uniform and workwear programs, facility service products, as well as first aid and safety supplies and services. Together with its subsidiaries, the company also manages specialized garment programs for the cleanroom and nuclear industries. In addition to partnering with leading brands, UniFirst manufactures its own branded workwear, protective clothing, and floorcare products at its three company-owned manufacturing facilities. With more than 270 service locations, over 300,000 customer locations, and 16,000-plus employee Team Partners, the company outfits more than 2 million workers every day. For additional information, contact UniFirst at 888.296.2740 or visit UniFirst.com. Follow UniFirst on Social Media: LinkedIn, Facebook, X, YouTube, Instagram.

About Hendrick Motorsports:
Founded by Rick Hendrick in 1984, Hendrick Motorsports is the winningest team in NASCAR Cup Series history. At the sport's premier level, the organization holds the all-time records in every major statistical category, including championships (15), points-paying race victories (320) and laps led (more than 85,000). It has earned at least one race win in a record 41 different seasons, including an active streak of 40 in a row (1986-2025). The team fields four full-time Chevrolet entries in the NASCAR Cup Series with drivers Alex Bowman, William Byron, Chase Elliott and Kyle Larson. Headquartered on more than 150 acres in Concord, North Carolina, Hendrick Motorsports employs approximately 600 people. For more information, please visit HendrickMotorsports.com or interact on Facebook, Instagram, TikTok and X.

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SOURCE UniFirst Corporation

FAQ

Which races will UniFirst (UNF) sponsor Chase Elliott's No. 9 car in 2026?

UniFirst will be primary sponsor for five 2026 races: Darlington (Mar 22), Martinsville (Mar 29), Richmond (Aug 15), Charlotte ROVAL (Oct 11) and Martinsville (Nov 1).

When does the UniFirst No. 9 car debut in the 2026 NASCAR Cup Series?

The UniFirst No. 9 Chevrolet debuts on March 22, 2026 at Darlington Raceway, televised on FS1.

How long has UniFirst sponsored Chase Elliott and the No. 9 team (UNF)?

The 2026 season marks UniFirst's seventh year as a sponsor of Chase Elliott and the No. 9 team.

Will any of the UniFirst-sponsored races in 2026 be playoff events for Chase Elliott (UNF)?

Yes, two UniFirst-sponsored races are playoff events: Charlotte ROVAL on Oct 11 and Martinsville on Nov 1.

What branding will UniFirst use on the No. 9 car for 2026?

The UniFirst No. 9 will feature the company's bold green design and its iconic "U-Mark" on the Chevrolet.

Does UniFirst provide services to Hendrick Motorsports beyond sponsorship (UNF)?

Yes, UniFirst is the Official Workwear Provider for Hendrick Motorsports and supplies uniforms and facility services to the team and Hendrick Automotive Group.