Home / Sports / Hardee's Fuels Bubba Wallace's New NASCAR Era
Hardee's Fuels Bubba Wallace's New NASCAR Era
22 Jan
Summary
- Hardee's returns to NASCAR as an official partner starting in March.
- The brand will sponsor Bubba Wallace's No. 23 Toyota at 23XI Racing.
- This marks NASCAR's first official QSR partner since 2008.
Bubba Wallace is poised for a strong performance in the upcoming season, with Hardee's stepping in as a major partner. Hardee's will become NASCAR's Official Quick Service Restaurant through a multiyear agreement set to commence in 2026, and will also be a primary sponsor for Wallace's No. 23 Toyota Camry.
The partnership begins in March at Martinsville Speedway, filling a void left by McDonald's departure from 23XI Racing. This signifies Hardee's prominent return to stock car racing, aligning with one of NASCAR's most visible drivers and marking a significant brand re-entry into the sport.
This agreement is also a landmark for NASCAR, as Hardee's becomes the sanctioning body's first official QSR partner since 2008. The brand boasts a rich history in NASCAR, with its branding adorning cars of legendary drivers like Bobby Allison and Cale Yarborough, accumulating 12 Cup Series wins.
Hardee's plans extensive activation at marquee events, celebrating NASCAR's heritage and future. The brand's commitment is estimated to be over $1 million annually, signaling a substantial investment. The restaurant chain's historical ties to NASCAR date back to the 1980s, reinforcing its deep connection to the sport.
