Chili’s Partners With NASCAR for ‘Ride the ‘Dente’ Campaign

Chili’s is ushering in the debut of NASCAR’s 2025 season with the launch of its new “Ride the ‘Dente” ad campaign.

According to a press release, the restaurant chain is partnering with Spire Motorsports for a multi-race partnership that celebrates Chili’s rebranded Presidente Margarita. The adult beverage will be featured prominently on the chain’s social media channels and in commercials airing on FOX, which airs the Daytona 500 on Feb. 16.

The Daytona 500 is the iconic 500-mile NASCAR Cup Series season-opener held annually at Daytona International Speedway in Daytona Beach, Florida. The Daytona has opened the NASCAR season every February since 1982.

Therefore, pairing NASCAR’s kick-off and the rebranded Chili’s drink is an exciting partnership that will bring new customers into the beloved restaurant for more than just its tasty eats. The Presidente Margarita has been on the restaurant’s menu since 1994.

For over 30 years, The Presidente, or “Dente” has featured reposado tequila, brandy, orange liqueur, and a “head-turning presentation.” Customers are served by Chili’s team members, who walk through the restaurant shaking the margarita loudly by hand, before pouring it into a handblown, blue-rimmed glass reserved only for the Presidente.

Chili’s ‘Dente’ Is Celebrated in a New Music Video Featuring Spire Motorsports

The “Dente” is celebrated in a new music video and country song titled, “Ride the ‘Dente,” sung by a charismatic race-car-driver-turned country star, named Ty Blackwood who takes fans on a wild ride from the racetrack to a Chili’s celebration.

Blackwood sings the praises of Chili’s Presidente Margarita. He shows off the beloved drink and rides a mechanical margarita shaker, taking the place of a mechanical bull.

Fans can watch the “Ride the ‘Dente” on the restaurant’s YouTube channel and social media. The clip will be broadcast during races throughout the NASCAR 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, the chain’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? ‘Ride the ‘Dente’ will be the newest Chili’s earworm — and hopefully the new shorthand for grabbing a marg at Chili’s. And this is just the beginning of what we have planned this season.”