The Bubba Wallace Hardee’s NASCAR partnership was officially announced as Hardee’s signed on as the Official Quick Service Restaurant of NASCAR and the primary sponsor for 23XI Racing, with Bubba Wallace at the wheel. The move solidifies Hardee’s return to NASCAR, introducing a new paint scheme set for its debut at Martinsville Speedway and marking a major shift for Wallace as previous sponsor McDonald’s has been replaced and its branding removed from 23XI Racing’s website.
This multi-year agreement signals Hardee’s renewed engagement with NASCAR’s dedicated fanbase, aligning the fast-food brand with one of the sport’s most visible teams. The partnership was unveiled by NASCAR and 23XI Racing, highlighting mutual enthusiasm for the brand’s legacy in motorsport. Bubba Wallace, who drives the No. 23 Toyota Camry XSE, brings a new era for both his team and the sponsor as they look to rekindle nostalgia and draw fresh attention from both longtime followers and new fans.
Leadership Applauds the Return of a Storied Brand
Reflecting on the significance of Hardee’s return, NASCAR Chief Commercial Officer Craig Stimmel released a statement acknowledging the depth of the brand’s connection to American motorsports tradition. He noted how Hardee’s presence stretches back across many memorable moments in NASCAR history and highlighted the positive energy surrounding this reunion:
“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 stated via the release.
Stimmel further commented on the growing interest from heritage brands in engaging NASCAR’s multigenerational audience:
“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 Embraces the Partnership and Its Legacy
Bubba Wallace expressed both excitement and a sense of responsibility in representing a brand engrained in NASCAR history. He drew a connection between this new sponsorship and the memorable Hardee’s paint schemes that have thrilled generations of racing fans:
“NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history,”
said Bubba Wallace, driver of the No. 23 Toyota Camry XSE.
Wallace also shared optimism about building new moments with his current team and fans:
“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
Excitement Builds for the New Team Branding and Fan Engagement
The deal between Hardee’s, NASCAR, and 23XI Racing goes beyond typical sponsorship, serving as a nod to the sport’s storied past while looking to energize current storylines. The team marked the announcement with a spirited message, greeting Hardee’s as a crucial addition to their lineup:
“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
This launch is timed with the unveiling of the new Hardee’s paint scheme at Martinsville Speedway, offering a visual treat for fans and a symbolic fresh start for the partnership. With Wallace’s reputation as a fan favorite and Hardee’s position as a cherished brand, racing enthusiasts are watching closely to see what new traditions will emerge from this collaboration.
Looking Ahead: Anticipated Impact on NASCAR and Its Community
This multi-year alignment positions Hardee’s and 23XI Racing to attract attention both on and off the track. As brands like Hardee’s invest in NASCAR’s loyal fanbases, the sport continues to bridge decades, ensuring renewed relevance for classic names and providing momentum for today’s stars, including Bubba Wallace. Fans attending races or following the news can expect to see more of Hardee’s branding, with the partnership aiming to energize NASCAR’s future and honor its enduring heritage.
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
