NASCAR Holdings and 23XI Racing have worked together to bring Hardee\u2019s back into the sport, a sponsorship win that puts action behind the words that the sport is moving on from its offseason turmoil. The deal will be announced Wednesday, as Hardee\u2019s becomes the first official QSR of NASCAR in over 15 years.<\/p>\n
Hardee\u2019s joining 23XI comes as McDonald\u2019s departs the team, a development that became clear Tuesday when the team showed off a new paint scheme from Xfinity without the Golden Arches seen anywhere on the car rendering. McDonald\u2019s had been one of the original sponsors of 23XI when it was formed in 2021, but now, Hardee\u2019s will become a primary sponsor of 23XI\u2019s No. 23 Toyota driven by Bubba Wallace at what the team is saying will be several races this season starting with the spring Martinsville event.<\/p>\n
Terms were unclear, but a NASCAR industry executive said that Hardee\u2019s spoke to multiple teams and was offering slightly over $1M annually. The deal was brokered by Hardee\u2019s media agency, PMG. Hardee\u2019s will be integrated into NASCAR\u2019s My Rewards loyalty program and activate at track, on digital\/social and in local communities.<\/p>\n
Despite NASCAR being a sport famous for its blue-collar fan base, this is the sanctioning body\u2019s first official QSR since Checkers\/Rally\u2019s departed the position following the 2008 season. It has worked with other QSRs since that time on track deals and other activations, but none of the brands took on the official QSR category designation until now.<\/p>\n
Hardee\u2019s has a long history in the sport dating at least back to the 1980s, having been paired with several historic drivers over the years, including HOFers Bobby Allison, Cale Yarborough, Alan Kulwicki and Dale Jarrett. The QSR also signed Richard Petty as an endorser in 2022.<\/p>\n
Hardee\u2019s is owned by the privately held, Tennessee-based CKE, which also owns Carl\u2019s Jr. and has 3,800 stores between the two brands across 44 states and 35 foreign countries, according to the company. NASCAR working with 23XI on landing Hardee\u2019s will likely be a welcome sign to an industry looking to move on from the offseason antitrust trial that rocked the sport.<\/p>\n","protected":false},"excerpt":{"rendered":"NASCAR Holdings and 23XI Racing have worked together to bring Hardee\u2019s back into the sport, a sponsorship win…\n","protected":false},"author":2,"featured_media":237462,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[446],"tags":[49,48,1639,12716,634,82],"class_list":["post-424140","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nascar","tag-ca","tag-canada","tag-deals","tag-motorsports","tag-nascar","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/424140","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=424140"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/424140\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/237462"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=424140"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=424140"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=424140"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}