As Bubba Wallace gears up for the new NASCAR Cup Series season, he brings added motivation from last year’s playoff momentum and now, the Bubba Wallace Hardee’s NASCAR partnership. The No. 23 Toyota Camry driver is entering 2026 with renewed determination, pairing recent on-track success with a significant new sponsorship as Hardee’s steps in for 23XI Racing.
Wallace, coming off a breakthrough year where he snapped a long winless streak at the Brickyard 400 in Indianapolis, cemented his return to form by reaching the Round of 12 and finishing eleventh overall—his second-best result in the series. The combination of that achievement and the latest sponsorship aims to fuel his pursuit of higher finishes this season.
Hardee’s Returns to NASCAR as an Official Partner and Team Sponsor
Hardee’s is re-establishing itself at the top of American stock car racing, securing the role of NASCAR’s Official Quick Service Restaurant for the first time since 2008. The multiyear agreement begins in March at Martinsville Speedway, where Hardee’s branding will be front and center on Wallace’s No. 23 car for 23XI Racing.
This move signals Hardee’s ambition to regain a visible place in the sport, aligning its comeback with a high-profile driver and one of the most talked-about teams, led by Wallace. The partnership also coincides with a time of transition, as McDonald’s—an original 23XI Racing sponsor and a global powerhouse—has formally exited, opening the door for Hardee’s to take the spotlight.
Wallace emphasized the legacy of the new sponsor, stating,
“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 before describing what the partnership means for him and the team.
He 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,”
added Wallace.
NASCAR’s Strategic Sponsorship Shift
NASCAR itself is experiencing a shift with this move, having not given the official QSR designation to any brand since the end of the Checkers/Rally’s sponsorship after 2008. While various restaurant brands have had promotional agreements and activations at trackside events, Hardee’s now becomes the first in nearly two decades to hold the official partner status.
The partnership was welcomed by NASCAR’s chief commercial officer, Craig Stimmel, who expressed enthusiasm about the return of a storied brand to the sport:
“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,”
said Craig Stimmel, NASCAR’s chief commercial officer.
Hardee’s is set to activate the partnership by engaging with fans at premier NASCAR events and celebrating racing heritage throughout the season. An industry executive revealed that the company had been in talks with several teams and possible annual commitment figures hovered around $1 million, though no financial details were formally released.
Hardee’s Historical Ties to Stock Car Racing
With a network of 3,800 locations, Hardee’s has a rich NASCAR history stretching back to the 1980s. The chain’s branding was linked with renowned drivers like Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett. Bobby Allison brought Hardee’s to Victory Lane at the 1981 Coca-Cola 600 at Charlotte Motor Speedway, steering the No. 28 Ranier-Lundy Racing Buick to a dominant win after leading 140 laps.
Across 19 races that season, Allison drove Hardee’s colors to three wins, rarely finishing outside the top ten. For Hardee’s, the partnership with Cale Yarborough yielded nine Cup Series victories between 1983 and 1988. The chain’s connection to NASCAR extended into its support of both the sport’s second tier and truck series from the 1980s through the 2000s.
One of Hardee’s most recent high-profile moments came at the 2008 Daytona International Speedway event, when Denny Hamlin piloted a Joe Gibbs Racing Toyota with Hardee’s/Coca-Cola sponsorship to the winner’s circle. In 2022, the company continued cementing its relationship with the sport by naming Richard Petty as an official endorser.
A New Era for Bubba Wallace, Hardee’s, and NASCAR
The Bubba Wallace Hardee’s NASCAR partnership is set to have an impact on fans and the broader stock car community, reviving nostalgia while building fresh memories. The collaboration brings together Wallace’s drive to improve on his recent performance, Hardee’s desire to reconnect with race fans through bold visibility, and NASCAR’s focus on honoring tradition while reaching new audiences. As the 2026 season approaches, all eyes will be on Wallace, his No. 23 Toyota Camry, and the vivid Hardee’s branding that recalls the sport’s storied past and signals a new chapter in sponsorships.
