UniFirst and Hendrick Motorsports always deliver excellence on and off the racetrack

When it comes to success, Hendrick Motorsports doesn’t just focus on their performance on the racetrack. As the most successful team in NASCAR Cup Series history, they understand the importance of maintaining a positive image and a strong brand both on and off the track.

That’s why they choose UniFirst as their go-to uniform rental company and facility services partner. UniFirst is the official workwear provider for Hendrick Motorsports and sister company Hendrick Automotive Group, the largest privately held automotive retail organization in the United States. UniFirst proudly sponsors NASCAR’s six-time Most Popular Driver and Cup Series champion Chase Elliott and the Hendrick Motorsports No. 9 race team.

We had the opportunity to speak with Jake Backer, Hendrick Motorsports Senior Director of Partnerships, to talk about this unbeatable partnership.

Q: UniFirst and Hendrick Motorsports share a similar corporate culture centered around its people. Can you provide some insights on your company and its culture?

A: Hendrick Motorsports was founded by Rick Hendrick in 1984 and is the winningest team in NASCAR Cup Series history. We are a people-first organization with a culture built on teamwork, integrity, enthusiasm, winning, accountability, and improvement. Today we field four full-time cars in NASCAR’s premier series.

Q:  What were your uniform and facility service needs and what were you looking for in a uniform rental company?

A: We have a sprawling 140-acre campus with 12 buildings and more than 500 team members. Hendrick Motorsports needed a full-service uniform rental and facility products partner as committed to performance as we are. UniFirst serves our entire complex and a diversified workforce that encompasses a variety of roles and requirements.

Q:  How did you first hear about UniFirst for uniform rental and facility services?

A: UniFirst’s exceptional track record for service and quality uniforms was brought to our attention by Hendrick Motorsports’ sister company, Hendrick Automotive Group. Unifirst has a tremendous reputation for its work within the automotive industry.

Q:  What prompted you to select UniFirst for customized business uniforms and facility service solutions?

A: It was an easy decision. UniFirst was the clear choice for Hendrick Motorsports due to their excellent customer service, national reach, customization capabilities, and ability to support both Hendrick Motorsports and Hendrick Automotive Group in a world-class manner.

Q:  What types of uniforms and facility service products do we provide for your organization? What specific teams do we outfit?

A: UniFirst supplies its high-quality work shirts and work pants for a variety of Hendrick Motorsports groups including the race teams, engine department, purchasing, fabrication, composites, metal shaping, manufacturing, assembly, facilities, and vehicle restoration. We utilize numerous facility products including mopstowelscustom floor mats and first aid supplies.

Q:  Why did you select UniFirst products and services?

A: Until we were introduced to UniFirst, Hendrick Motorsports hadn’t been able to find a partner with the expertise and scope of products that properly met ALL of our needs. Among other factors, UniFirst’s people, product quality, and customer service make a difference and is what sets them apart. 

Q:  What are the outcomes? How satisfied are you with UniFirst products and service?

A: UniFirst has exceeded all expectations. The products and customer service Hendrick Motorsports receives are second to none. 2023 was our eighth year working with UniFirst, and we plan to continue the relationship for many years to come. It’s a true partnership.

Q:  Are there any noticeable improvements to your brand image, employee productivity, or team pride?

A: UniFirst provides clean, comfortable, and durable workwear and facility products that are on-brand and look sharp. We’re a performance-driven company, and it’s critical that our people are comfortable and able to work at their best each day. UniFirst helps us do that.

Q:  How would you describe the working relationship with UniFirst and the synergies between the two? For example, both companies share similar family cultures, family operated, core values, etc.

A: Hendrick Motorsports is a private, family-owned business with a focus on people, teamwork, customer service, and a never-ending drive to compete and win. We have very similar values and corporate cultures to those of UniFirst. Both believe people are the key to success.

Q:  In a few short sentences, can you please describe your experience working with UniFirst?

A: UniFirst has been the ideal partner for Hendrick Motorsports. UniFirst offers a perfect alignment of corporate culture, best-in-class customer service, and the highest quality products. Hendrick Motorsports could not ask for a better partner, both on and off the racetrack.


Discover the winning advantage of partnering with UniFirst for all of your uniform and facility needs.  Contact one of our uniform and facility service experts today.

The No. 9 UniFirst Chevrolet Camaro ZL1 is ready for the 2024 NASCAR season with Chase Elliott behind the wheel.

Request more information

Let us know how we can help you by filling out the form and a UniFirst representative will contact you shortly.

"required" indicates required fields

This field is for validation purposes and should be left unchanged.