The partnership between Bubba Wallace and Hardee’s brings a vibrant new sponsorship to the NASCAR Cup Series, announced by 23XI Racing on January 21. The agreement sets up a multiyear collaboration between the well-known quick service restaurant and Wallace’s racing team, expanding Hardee’s presence in top-level motorsport.
In a significant move, Hardee’s is not only joining forces with 23XI Racing, but will also be recognized as the official quick service restaurant of NASCAR. This dual role is part of Hardee’s broader effort to reinforce its longstanding involvement in motorsport and reach a new generation of fans through high-profile races and national branding.
Hardee’s Branding Debuts on Bubba Wallace’s No. 23 Car This Season
According to the official release, Hardee’s branding will be displayed on Bubba Wallace’s No. 23 Toyota in multiple races during the season, beginning at Martinsville Speedway. This marks the first time in recent years that Hardee’s has featured prominently in NASCAR via a major sponsorship. The partnership aims to connect with both seasoned fans who recall Hardee’s iconic paint schemes and new supporters drawn by Wallace’s growing popularity.
“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)
Bubba Wallace Reflects on Hardee’s NASCAR Legacy
Wallace expressed his enthusiasm for representing Hardee’s, highlighting the restaurant’s historical significance in the sport. He emphasized the importance of carrying forward the brand’s legacy, while also creating fresh memories for NASCAR’s loyal and newer fans alike.
“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
“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
Wallace’s Prior Sponsorships and Recent Achievements
Prior to the Hardee’s deal, Wallace’s car had showcased sponsorship from other restaurant brands such as McDonald’s, underscoring his appeal within the quick service restaurant market. Last season, Wallace demonstrated consistent performance, securing one victory, six top-five finishes, and 14 top-10 results in the NASCAR Cup Series. He capped off the year by placing 11th in the championship standings.
What the Hardee’s Partnership Means for NASCAR and Wallace
This sponsorship unveils new marketing opportunities for both Hardee’s and Bubba Wallace, reinforcing ties between NASCAR and iconic brands. With the Bubba Wallace Hardee’s sponsorship set to debut at Martinsville Speedway, fans are poised to experience a blend of nostalgia and fresh excitement. The deal not only enhances 23XI Racing’s brand visibility, but also deepens Hardee’s influence in a sport where legacy and innovation move side by side.
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
