23XI Racing has secured major sponsorship deals for Bubba Wallace, bringing in prominent partners like Hardee’s and Xfinity ahead of the 2026 NASCAR Cup Series. These 23XI Racing sponsorship deals follow McDonald’s exit and signal new opportunities for both Wallace and the team as they gear up for an exciting season.
Hardee’s Partnership Marks a Return to NASCAR Legacy
Bubba Wallace and the 23XI Racing team recently finalized a multi-year agreement with Hardee’s, marking the fast food brand’s first primary sponsorship in NASCAR since Checkers & Rally’s held the spot back in 2008. This move rekindles Hardee’s longstanding history with the sport, as the brand once partnered with legendary figures like Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett.
As McDonald’s stepped away from its prominent role supporting Wallace, Michael Jordan and his partners at 23XI Racing acted swiftly to bring in a sponsor that carries deep ties to NASCAR’s rich history. Their choice of Hardee’s not only revives memorable paint schemes but also connects the present with the series’ storied past.
“NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history. 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, Driver
The new partnership goes beyond the racetrack as Hardee’s plans to integrate with NASCAR’s My Rewards Loyalty Program. This collaboration means fans should expect exclusive campaigns and merchandise tying the Hardee’s brand to both Wallace and the 23XI Racing team through events and promotions during the upcoming season.
Xfinity Strengthens Ties with 23XI Racing and Wallace
In addition to the Hardee’s agreement, Xfinity has committed to expanding its presence with Bubba Wallace and 23XI Racing. Following their departure from NASCAR’s Xfinity Series, the telecommunications giant announced an enhanced partnership that debuted at the prestigious Daytona 500 in their first-ever Cup Series-branded car.
The collaboration is set to intensify heading into the 2026 season, providing Wallace’s team with vital support on the national stage. Xfinity will also remain a visible sponsor for fellow 23XI driver Tyler Reddick, reinforcing its significant presence across selected races throughout the year.
“Having Xfinity on the car for the Daytona 500 and doing more with our team for the 2026 season is an incredible honor. What really excites me is how this partnership gives fans a front-row seat to everything we do. They’re right there for every mile of the season, celebrating the milestones, and feeling like part of the team. Xfinity’s support gives us the resources to compete at the sport’s biggest stages while keeping fans at the heart of every race.”
— Bubba Wallace, Driver
The expanded relationship is seen by the leadership at 23XI Racing as vital for growth, both commercially and competitively. Team president Steve Lauletta emphasized the mutual benefits that come from partnering with brands invested in fan engagement and the sport’s overall development.
“Xfinity has been an incredible partner in helping 23XI Racing grow both on and off the track. Their continued support gives us the resources to jointly create unforgettable experiences for our fans while also competing at the highest level. With Xfinity, we’re not just building an elite team, we’re building a partnership that puts fans first and helps the sport grow for everyone who loves racing.”
— Steve Lauletta, President, 23XI Racing
Looking Ahead: Bubba Wallace and 23XI’s Upcoming Season
As anticipation builds for the iconic Great American Race, Bubba Wallace and the No. 23 team are preparing for their return to Daytona International Speedway, set for February 15. The newly established sponsorships with Hardee’s and Xfinity not only bolster the team’s resources but also position Wallace as a key figure in NASCAR’s next chapter. With Michael Jordan and 23XI Racing’s dedication to both legacy and innovation, these partnerships are expected to generate increased fan engagement and help drive the team’s pursuit of success throughout the 2026 NASCAR Cup Series season.
The addition of established brands like Hardee’s and Xfinity reflects the continued growth of 23XI Racing and highlights the enduring appeal of NASCAR’s connection with iconic partners and fan-oriented experiences.
