23XI Racing and Hardee’s announced a major collaboration set to take shape in 2026, establishing Hardee’s as the Official Quick Service Restaurant of NASCAR and making them a key sponsor with the 23XI Racing team. This renewed alliance positions Hardee’s at the forefront of the NASCAR landscape, with Bubba Wallace driving the No. 23 Toyota Camry XSE set to benefit from the sponsorship starting at Martinsville Speedway in March.
Legacy Brand Makes Significant Comeback to Racing
The return of Hardee’s revives a classic partnership, as the company previously played a major role in NASCAR during the 1980s and 1990s. The fast food brand once served as primary sponsor for Hall of Famers including Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett. Hardee’s iconic logos and paint schemes were also prominently featured in the 1990 film Days of Thunder, further entrenching its presence in motorsports culture.
“Hardee’s is an American classic with deep roots in our sport, and its return represents more than a new partnership — it symbolizes the power and appeal of NASCAR’s heritage,”
Craig Stimmel, NASCAR chief commercial officer, said.
“As more legacy brands look to NASCAR to connect with loyal, multigenerational fanbases, Hardee’s stands out as a partner that understands the passion, tradition, and energy that fuel our community. We’re thrilled to welcome them back in such a significant way.”
– Craig Stimmel, NASCAR chief commercial officer
Bubba Wallace Looks to Build on History with 23XI Racing Hardee’s Partnership
Bubba Wallace and the 23XI Racing team shared their enthusiasm about joining forces with Hardee’s, recognizing the importance of building new memories while honoring racing history. Wallace leads the No. 23 team and is eager to represent Hardee’s on a wider stage during the NASCAR season.
“NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history,”
Wallace said.
“To bring that history forward with 23XI is really special, and we’re looking forward to representing a brand that means so much to NASCAR’s story. Fans know the Hardee’s paint schemes of the past, and I’m excited to help create some new memories for longtime and newer fans.”
– Bubba Wallace, 23XI Racing driver
Hardee’s and NASCAR Plan Fan Engagement and Event Activations
With its renewed presence, Hardee’s plans to leverage its new partnership by activating at key races and creating experiences that both celebrate the sport’s rich history and fuel its future. Their involvement will include targeted events throughout the season designed to connect with NASCAR’s widespread and passionate fanbase.
According to NASCAR, Hardee’s will be the first to hold the title of Official Quick Service Restaurant since 2008, when Checkers and Rally’s had that designation. The news comes just after another recent update, where Xfinity was announced as a major sponsor for Wallace and the No. 23 team for the 2026 season, highlighting a period of substantial commercial activity and partnership building within the sport.
Impact of Renewed Partnerships on NASCAR’s Future
The 23XI Racing Hardee’s partnership stands to invigorate both organizations, harnessing nostalgic appeal while setting the stage for growth and deeper engagement. Fans can expect to see Hardee’s branding at multiple events, and longstanding racing partnerships like this could inspire other legacy companies to rejoin the sport, giving fresh momentum as NASCAR continues to expand its reach and traditions in the modern era.
Coming in hot and fresh 🐔 🔥 !!!
We’re proud to welcome @Hardees to 23XI with @BubbaWallace and the 23 team!Excited to be a part of Hardee’s next chapter in @NASCAR. pic.twitter.com/7gYh0awVx8
— 23XI Racing (@23XIRacing) January 21, 2026
