Hardee’s is returning to NASCAR in a major way. The American quick-service chain has signed a multiyear agreement to become the Official Quick Service Restaurant of NASCAR, while also joining 23XI Racing as a primary partner on Bubba Wallace’s No. 23 Toyota. Wallace will debut the No. 23 Hardee’s car at Martinsville, with branding featured throughout the season on team uniforms, equipment, and his firesuit.
The move marks one of the most notable comebacks by a heritage brand in recent NASCAR history. Throughout the 1980s and 1990s, Hardee’s-backed entries earned 12 NASCAR Cup Series wins with Hall of Famers such as Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett. Yarborough claimed nine of those victories, including consecutive Daytona 500 titles in 1983 and 1984.
“Hardee’s is an American classic with deep roots in our sport, and its return represents more than a new partnership — it symbolizes the power and appeal of NASCAR’s heritage,” said Craig Stimmel, NASCAR Chief Commercial Officer.
For Wallace, the partnership connects past and present. “NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history,” he said.
Hardee’s will activate throughout the season via fan events, digital campaigns, and loyalty program initiatives alongside 23XI Racing.
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