Bubba Wallace and Hardee’s have announced a new multiyear partnership, marking the restaurant’s return as a key sponsor in NASCAR and making Hardee’s the official quick-service restaurant for the sport. The Bubba Wallace Hardee’s NASCAR partnership will see Wallace’s No. 23 car feature Hardee’s branding at multiple races this season, beginning March 29 at Martinsville Speedway.
Hardee’s Returns as Major NASCAR Sponsor
Hardee’s is stepping back into the NASCAR spotlight by joining forces with Bubba Wallace and his 23XI Racing team. The agreement covers several race appearances in 2024 and beyond, with Wallace piloting the No. 23 Hardee’s car. Hardee’s logos will appear not only on the car itself but also on the entire team’s uniforms and equipment, as well as Wallace’s own firesuit. This deal signifies the first time since 2008 that a quick-service restaurant brand has held official sponsor status in NASCAR, a title previously held by Checkers/Rally’s as reported by Sports Business Journal.
Bubba Wallace Celebrates the Brand’s Legacy
Hardee’s holds a rich history within NASCAR, having been part of some of the sport’s memorable moments. Wallace spoke to the significance of this history, saying,
“NASCAR is built on legacy and Hardee’s has been part of some of the most iconic moments in our sport’s history,”
— Bubba Wallace, NASCAR Driver.
He further added,
“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, NASCAR Driver.
Change in Sponsorship at 23XI Racing
The new partnership comes after 23XI Racing announced the end of their sponsorship with McDonald’s, which previously had a fruitful association with Wallace from 2021 to 2025. The team acknowledged their past collaboration by stating,
“we had a great five years with McDonald’s as team partner.”
— 23XI Racing, Team Statement.
This earlier partnership was significant, with Wallace securing a milestone victory for McDonald’s at Talladega in October, marking their first NASCAR Cup Series win since 1994. The achievement received wide attention, even prompting McDonald’s to temporarily rebrand their Twitter/X handle in admiration of Wallace’s performance.
Hardee’s Historical Moments in NASCAR
Hardee’s association with NASCAR dates back decades, with racing legends like Cale Yarborough, Bobby Allison, Alan Kulwicki, and Dale Jarrett all driving Hardee’s-branded cars. Yarborough captured nine wins in the No. 28 Hardee’s car, including back-to-back Daytona 500 victories in 1983 and 1984. One notable incident saw Yarborough drive a show car straight from a Hardee’s restaurant to victory lane after his primary car was wrecked in practice. Bobby Allison added three wins in 1981 with Hardee’s, while Kulwicki and Jarrett brought the brand into later years, reinforcing Hardee’s deep-rooted presence in motorsports history.
Fan Engagement and Future Plans
Looking ahead, Hardee’s intends to activate its partnership across major NASCAR events and connect with fans using exclusive initiatives through its loyalty program. The restaurant brand also plans to collaborate with Wallace and 23XI Racing on digital campaigns, social media, and community events, aiming to further integrate the partnership into NASCAR culture.
Bubba Wallace’s Racing Momentum
Wallace enters this new sponsorship chapter following one of his best Cup seasons. In 2025, he clinched a victory at the Brickyard 400, competed in the Chase, and finished 11th in championship points. He matched his 2024 records with six top-five finishes and 14 top-tens, illustrating why he remains a strong ambassador for both Hardee’s and NASCAR.
This partnership reinforces the enduring relationship between fast-food brands and NASCAR, highlights the historical significance of Hardee’s in the sport, and signals new opportunities for fan engagement as Wallace and 23XI Racing embark on a new chapter in their journey together.
