Hardee's Officially Rejoins NASCAR as Main Sponsor for Bubba Wallace and 23XI Racing Team

Hardee's Returns to NASCAR: A Historic Partnership

In a remarkable comeback, Hardee's has made headlines by re-establishing its presence in NASCAR (National Association for Stock Car Auto Racing) as the official fast-food partner. This exciting development was announced on January 23, 2026, marking a significant return for the iconic American brand that has long been synonymous with the sport.

As part of this new multi-year agreement, Hardee's is also stepping into the role of a primary sponsor for Bubba Wallace and the esteemed 23XI Racing team, effectively revitalizing a partnership that has historical roots in NASCAR. Wallace will proudly showcase the Hardee's name on the No. 23 car across numerous races, kicking off this adventure at Martinsville. Fans can expect to see the signature Hardee's branding on team uniforms, promotional materials, and even on Wallace's fire suit when they’re racing throughout the season.

A Legacy of Excellence

Hardee's involvement with NASCAR spans decades, with the brand previously sponsoring legendary drivers during the 1980s and 1990s. The fast-food giant played a crucial role in the sport's history, contributing to significant victories in the NASCAR Cup Series. Over those two decades, Hardee's drivers, including Hall of Famers like Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett, achieved a remarkable twelve victories. Notably, these drivers brought home prestigious wins, such as the Coca-Cola 600 and multiple Daytona 500 titles, establishing a legacy that resonates with fans.

The return of Hardee's occurs at a time when NASCAR continues to experience a resurgence in popularity, drawing in fans with a passion for the sport. Hardee's joins an increasing number of renowned American brands utilizing NASCAR's platform to connect with devoted fans. Craig Stimmel, NASCAR's Chief Commercial Officer, expressed his enthusiasm: "Hardee's is a classic American brand with deep roots in our sport, and its return symbolizes the strength and appeal of NASCAR's legacy. As traditional brands turn to NASCAR to connect with loyal fans, Hardee's stands out as a partner that understands the passion, tradition, and energy driving our community. We're excited to welcome them back with such a relevant collaboration."

Engaging the Fans

As part of this strategic partnership, Hardee's will feature prominent marketing activations at major NASCAR events, aiming to pull in fans with unique experiences through their My Rewards™ loyalty program. This collaborative effort between Hardee's, 23XI Racing, and Wallace will also unfold in the digital realm with social media campaigns and community initiatives.

Bubba Wallace, who is coming off one of his best seasons yet, expressed his excitement about the partnership. "NASCAR is rooted in tradition, and Hardee's has been part of some of the sport's most iconic moments. Bringing this partnership to life with 23XI is truly special.

Celebrating NASCAR's Rich History

The endeavor holds significant meaning as Wallace aims to honor a brand with a storied connection to NASCAR history. He recognizes the importance of Hardee's existing designs and branding within the sport and is excited to create new memories for both longtime fans and those newer to the NASCAR community.

Hardee's is committed to deepening its engagement with customers and the millions of NASCAR fans nationwide while celebrating the history and future of this passionate sport. The marketing agency PMG executed the collaboration and organized the strategic agreement, which is set to culminate in a series of integrated marketing campaigns throughout the season.

For fans looking to stay updated and receive exclusive app-only deals, Hardee's encourages everyone to download their app and join the My Rewards program.

About Hardee's

Owned by CKE Restaurants Holdings, Inc., Hardee's has become known for its premium offerings, including charbroiled burgers, Made from Scratch™ biscuits, and homemade chicken tenders. With a history spanning over 65 years, Hardee's brings people together through comfort food and classic flavors. There are over 1,600 Hardee's restaurants across 31 states.