The first playoffs race of the 2020 NASCAR Cup Series season at the track Too Tough to Tam will be called the Cook Out Southern 500 after Darlington Raceway and Cook Out expanded their partnership.
As per the deal with Cook Out, they have a right to have a trackside billboard, four track wall locations and frontstretch asphalt logo as well as holding exclusive promotional rights to the track.
Bojangles sponsored the Southern 500 race from 2012. After the title sponsorship ended after the 2019 race, Cook Out, who served as the official quick service restaurant of the track, decided to buy the naming rights for the race.
“It takes a special authentic brand to match the heat of competition in the NASCAR Playoffs at the track Too Tough To Tame, so we are proud to welcome Cook Out to the 71st running of the Southern 500,” said Darlington President Kerry Tharp. “Cook Out is known for serving their fresh burgers, barbecue, hot dogs and shakes across the south for over 30 years, and we look forward to expanding our partnership for the Cook Out Southern 500.”
.@CookOut has decided to buy Darlington Raceway's vacant Southern 500 race entitlement after seeing a strong response to its announcement last week that it had become the track’s official QSR. pic.twitter.com/num87N1psw
— Adam Stern (@A_S12) August 25, 2020
Up to 8,000 fans are permitted to attend the first race of the 2020 Cup playoffs.
“The Cook Out team is thankful and thrilled to partner with NASCAR and Darlington Raceway on the historic Southern 500,” said Jeremy Reaves, CEO, Cook Out.