Hardee’s returns to NASCAR as series partner and 23XI team sponsor

Hardee’s is returning to NASCAR this season as an official partner of the sport and a sponsor at 23XI Racing.

Within the sport, Hardee’s is now the Official Quick Service Restaurant (QSR) of NASCAR in a multiyear agreement. Hardee’s was involved in the sport as a sponsor in the 1980s and '90s with the likes of Bobby Allison, Cale Yarborough (pictured above in 1985) and Alan Kulwicki.

“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. “As more legacy brands look to NASCAR to connect with loyal, multigenerational fanbases, Hardee’s stands out as a partner that understands the passion, tradition, and energy that fuel our community. We’re thrilled to welcome them back in such a significant way.”

Hardee’s will activate at NASCAR events and offer a loyalty program for race fans.

23XI Racing has announced that Hardee’s will be a primary sponsor for Bubba Wallace in multiple Cup Series races this season. The first race will be at Martinsville Speedway.

Hardee’s replaces McDonald’s, which has departed as a Wallace team sponsor.

“NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history,” Wallace said. “To bring that history forward with 23XI is really special and we’re looking forward to representing a brand that means so much to NASCAR’s story. Fans know the Hardee’s paint schemes of the past, and I’m excited to help create some new memories for longtime and newer fans.”