Kid-centric pizza and arcade chain Chuck E. Cheese is breaking into sports sponsorships through a deal with a local race team.

According to the Sports Business Journal, the restaurant operator has signed on with Hendrick Motorsports for a partnership that includes sharing intellectual property and licensing opportunities as well as some co-branded merchandise.

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Hendrick Motorsports is a top-tier NASCAR team, fielding multiple cars in the Cup Series. The company appears to have several expansion projects in the works in the Charlotte region.

Read more here.

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