23XI Racing, led by Michael Jordan and Denny Hamlin, has announced a major new partnership with Hardee’s shortly after resolving a high-profile antitrust lawsuit with NASCAR. The 23XI Racing Hardee’s partnership arrives at a pivotal time, signaling the team’s resilience and continued appeal to prominent sponsors despite recent legal challenges.
Hardee’s Returns to NASCAR with 23XI Racing
Marking a milestone for both entities, Hardee’s reenters NASCAR as the sport’s official quick-service restaurant and as a primary sponsor for Bubba Wallace and the No. 23 Toyota. This move marks Hardee’s first major presence in NASCAR after more than a decade away. The news, initially shared by respected reporter Jordan Bianchi, underscores the excitement surrounding the announcement and highlights the significance of Hardee’s renewed involvement.
This partnership follows the team’s offseason that was overshadowed by legal disputes, raising questions about the future of sponsorships and the overall stability of 23XI Racing’s operations. Rather than see brands hesitant to sign on, the team’s alliance with Hardee’s demonstrates that it remains an attractive venue for major corporate backers, even as it navigates industry turbulence.
Impact on Sponsorship Dynamics and Fan Engagement
Hardee’s fills a high-profile sponsorship role previously held by McDonald’s, which was an inaugural partner for 23XI Racing when the team debuted in 2021. McDonald’s departure could have signaled uncertainty, but Hardee’s arrival injects energy and expanded activation, both on and off the track. The sponsorship will be highly visible at select races, starting with the spring Martinsville event.
Beyond prominent branding on Bubba Wallace’s car, fans can expect Hardee’s to be heavily integrated throughout NASCAR events. The arrangement includes experiential engagement at race tracks, digital outreach across online platforms, and participation in NASCAR’s fan loyalty programs. This approach positions Hardee’s as an active presence throughout the racing season, deepening its connection with dedicated NASCAR audiences.
Strategic and Historical Significance Within the Sport
The partnership not only rejuvenates the official quick-service restaurant designation within NASCAR but also taps into the nostalgic legacy Hardee’s enjoys with the sport’s fan base. Over previous decades, Hardee’s has worked alongside some of NASCAR’s legendary drivers, embedding itself in the cultural history of the sport. Its return, in conjunction with a progressive team like 23XI Racing, offers a blend of tradition and forward momentum as NASCAR evolves.
For Michael Jordan, Denny Hamlin, Bubba Wallace, and the drivers who represent 23XI Racing, this partnership solidifies a foundation for competitive and commercial growth moving forward. It also reflects the shared commitment between the team and NASCAR’s sanctioning body to overcome past legal conflicts and focus on driving the sport ahead.
Signs of Progress and Industry Momentum
The 23XI Racing Hardee’s partnership signals an industry-wide desire to move beyond courtroom controversies. The announcement emphasizes optimism and unity, showing that key players like 23XI Racing, NASCAR, and major brands can work together despite recent friction. The renewed collaboration suggests a pragmatic, future-focused approach and a readiness to reengage fans through high-impact sponsorships and on-track performances. As the 2024 season unfolds, this alliance is set to be one of the most closely watched developments, with both commercial and cultural implications for the sport at large.
.@NASCAR Holdings and @23XIRacing have worked together to bring @Hardees back into the sport, with Hardee's becoming the first official QSR of NASCAR since @CheckersRallys in 2008.
➡️ At 23XI, Hardee's is expected to replace a departing @McDonalds. https://t.co/kTrhZZB8HI
— Adam Stern (@A_S12) January 21, 2026
Hardee's announces it is making its presence felt within NASCAR on two notable fronts:
–The company is now NASCAR's official quick service restaurant,
–Will be a primary partner at 23XI Racing for Bubba Wallace and the No. 23 team.
— Jordan Bianchi (@Jordan_Bianchi) January 21, 2026
