Bubba Wallace will see a significant sponsorship shift for the 2026 season, as McDonald’s departs and Hardee’s joins as the primary partner for 23XI Racing’s No. 23 car. This Bubba Wallace sponsorship change follows years of brand association and marks a new chapter for both the driver and his team at the center of NASCAR’s evolving sponsorship landscape.
End of the McDonald’s Era at 23XI Racing
The split between Wallace and McDonald’s had been hinted at well before the official decision, with many insiders and fans spotting the telltale signs. Since 23XI Racing’s 2021 debut, McDonald’s served not only as a crucial branding partner but also as a visual staple of Wallace’s No. 23 car—its presence unmistakable thanks in part to team co-owner Michael Jordan.’s influence.
McDonald’s sponsorship made practical and symbolic sense, linking Wallace to one of the world’s most iconic brands while immediately lending credibility to the then-new team as it grew from one to three Cup Series entries over just a few years. The logos were present at races, in merchandise, and even across video games as 23XI carved out its identity in NASCAR’s elite garage.
Visible Signs of Change in Sponsorship
Recent months saw McDonald’s gradually reducing its visibility. Where the company had been a regular sight at more than twenty races prior, last season it sponsored just nine outings with Wallace. Alongside this scaled-back commitment, McDonald’s ended its role as a founding partner for NASCAR’s Chicago Street Race, quickly replaced by another brand in that space.
Fans also observed the absence of McDonald’s branding on diecast cars and in the latest NASCAR console game—a symbolic but telling shift that indicated the partnership’s end. By stepping away in 2026, McDonald’s leaves behind a relationship tied closely to both Wallace’s public persona and the broader profile of the 23XI Racing brand, as well as a sponsorship portfolio representing about $220 billion globally.
Hardee’s Returns to NASCAR as Wallace’s New Partner
23XI Racing wasted no time in filling the impending sponsorship gap. The team finalized a multiyear arrangement with Hardee’s, designating the company as the main sponsor for Bubba Wallace in several Cup Series races, while also earning the title of NASCAR’s official Quick Service Restaurant for the first time since 2009.
Hardee’s is no stranger to NASCAR history. The brand was a major presence in the sport from the early 1980s through the late 1990s, supporting legendary drivers like Bobby Allison, Cale Yarborough, Dale Jarrett, Alan Kulwicki, and Ward Burton, including during their Daytona 500 triumphs. After a prolonged absence from the grid since 1997, Hardee’s re-emergence links NASCAR’s storied sponsors of the past with leading teams of the present day.
Impacts of the Shift and What’s Ahead for Bubba Wallace
With this sponsorship change, Bubba Wallace and 23XI Racing pivot from the established partnership of a global giant to Hardee’s—a respected name eager to cement its contemporary legacy alongside NASCAR’s modern stars. The move is positioned to offer continued commercial stability for Wallace and promises renewed visibility for Hardee’s, reflecting both brands’ commitment to the sport’s future.
This transition also marks a notable revival in the sport’s sponsorship scene, reconnecting NASCAR with one of its historic backers. As Wallace prepares for the 2026 season under new colors and support, team officials and fans alike will watch closely to see how the partnership with Hardee’s unfolds, both on and off the track.
