Hardee's Triumphantly Returns to NASCAR as Official Partner for Bubba Wallace's Team

A Grand Comeback: Hardee's Rejoins NASCAR

Hardee's, the beloved American quick-service restaurant, is making a significant return to the NASCAR scene as the official quick-service restaurant (QSR) and as a primary partner of 23XI Racing's Bubba Wallace, driving the iconic No. 23 car. This multi-year deal not only marks Hardee's resurgence in the NASCAR arena but also symbolizes a deep-rooted partnership with one of America’s most exhilarating sports.

Throughout the NASCAR season, fans will see Wallace race the Hardee's-themed car, starting at Martinsville, with the renowned brand prominently displayed on his uniform and the team's equipment.

A Rich Legacy in NASCAR

Hardee's has a rich heritage with NASCAR, having been associated with some of the sport’s most memorable legends. In the 1980s and 1990s, Hardee's-backed racers clinched 12 NASCAR Cup Series wins, featuring icons like Bobby Allison and Dale Jarrett. Allison notably won the prestigious Coca-Cola 600 in the Hardee's No. 28 car back in 1981, while the legendary Cale Yarborough triumphed in two consecutive Daytona 500s in 1983 and 1984. This illustrious history has paved the way for Hardee's re-entry into the sport at a time of rising enthusiasm and fan engagement.

NASCAR Chief Commercial Officer, Craig Stimmel, emphasized the significance of Hardee's return by stating: "Hardee's is not just an American classic; it embodies the legacy and passion inherent to NASCAR. The brand’s return signals a broader trend of heritage brands engaging with our multi-generational fanbase, and we couldn't be happier to welcome them back."

Engaging the Fanbase

In alignment with the partnership, Hardee's plans to connect with NASCAR fans through engaging initiatives, such as its My Rewards™ loyalty program, and various interactive campaigns alongside 23XI Racing and Bubba Wallace. Wallace himself expressed excitement about this partnership, pointing out how Hardee's has been intertwined with NASCAR's history.

Bubba Wallace shared, "This partnership is about more than just racing; it's about celebrating a legacy that resonates with fans who cherish NASCAR's history. I look forward to creating new memories and showcasing Hardee's to both long-time supporters and new enthusiasts."

The collaboration aims to deepen customer interaction, emphasizing the importance of NASCAR’s history while steering confidently into its future. Hardee's marketing strategies will include promotions and experiences at key NASCAR events, allowing fans to engage with the brand actively.

About Hardee's and 23XI Racing

Hardee's is a subsidiary of CKE Restaurants Holdings, Inc., known for its delicious offerings, including charbroiled burgers and made-from-scratch biscuits. Operating over 1,600 restaurants across 31 states, Hardee's has fine-tuned a reputation for blending classic flavors with innovative experiences.

In contrast, 23XI Racing, founded by NBA legend Michael Jordan and three-time Daytona 500 champion Denny Hamlin, boasts an impressive track record in the NASCAR Cup Series. Since its inception in 2020, the team has quickly established itself, notably with Wallace’s groundbreaking victory that made history as only the second African American to win in the series. The team now fields competitive drivers, including Wallace and Tyler Reddick, ensuring their place in NASCAR's elite.

The combination of Hardee's rich history and the dynamic presence of 23XI Racing promises a season full of thrilling moments for fans and an innovative approach to brand engagement. As Hardee's takes the wheel alongside Wallace, it is clear that this partnership will drive both the company and the sport into a promising future, reflecting the passion of dedicated NASCAR fans.

Stay updated and enjoy exclusive offers by downloading the Hardee's app and engaging with the My Rewards program available now!

For more details, please visit Hardee's and NASCAR.