{"id":428151,"date":"2026-01-23T14:01:23","date_gmt":"2026-01-23T14:01:23","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/428151\/"},"modified":"2026-01-23T14:01:23","modified_gmt":"2026-01-23T14:01:23","slug":"hardees-returns-to-nascar-and-adds-23xi-racing-sponsorship-deal","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/428151\/","title":{"rendered":"Hardee’s returns to Nascar and adds 23XI Racing sponsorship deal"},"content":{"rendered":"

Nascar has welcomed back<\/a> Hardee\u2019s to the sport in a deal that will also see the fast-food restaurant chain join 23XI Racing as a primary sponsor.<\/p>\n

Key details:Hardee\u2019s is named the official quick service restaurant of Nascar as part of a multi-year agreement23XI Racing adds Hardee\u2019s as a primary sponsor to replace outgoing McDonald\u2019sThe team also expands its partnership with Xfinity\u00a0Context:<\/p>\n

Hardee\u2019s has a strong history with Nascar, having sponsored drivers such as Bobby Allison, Cale Yarborough, Alan Kulwicki and Dale Jarrett, achieving 12 victories across these partnerships between 1981 and 1997. With this deal, Hardee\u2019s becomes Nascar\u2019s first official quick-service restaurant partner since Checkers and Rally\u2019s in 2008.<\/p>\n

The pact also highlights that Nascar and 23XI have retained a working relationship despite the bruising legal battle between the two over the past year. According to Sports Business Journal (SBJ)<\/a>, both parties worked together to encourage Hardee\u2019s return to the sport after a long hiatus.<\/p>\n

For 23XI, Hardee\u2019s marks a welcome new sponsorship acquisition following McDonald\u2019s departure, with the golden arches absent from any of the announcement materials related to the team\u2019s expanded deal with Xfinity<\/a>. Hardee\u2019s will serve as the primary sponsor on Bubba Wallace\u2019s car for the first time at Martinsville, while Xfinity will sponsor Wallace\u2019s car for most of the season, starting with the Daytona 500.<\/p>\n

Comment:<\/p>\n

\u201cHardee\u2019s is an American classic with deep roots in our sport, and its return represents more than a new partnership \u2014 it symbolizes the power and appeal of Nascar\u2019s heritage,\u201d said Craig Stimmel, Nascar\u2019s chief commercial officer.<\/p>\n

\u201cAs more legacy brands look to Nascar to connect with loyal, multigenerational fanbases, Hardee\u2019s stands out as a partner that understands the passion, tradition and energy that fuel our community. We\u2019re thrilled to welcome them back in such a significant way.\u201d<\/p>\n

\u201cNascar is built on legacy, and Hardee\u2019s has been part of some of the most iconic moments in our sport\u2019s history,\u201d Wallace said.<\/p>\n

\u201cTo bring that history forward with 23XI is really special, and we\u2019re looking forward to representing a brand that means so much to Nascar\u2019s story. Fans know the Hardee\u2019s paint schemes of the past, and I\u2019m excited to help create some new memories for longtime and newer fans.\u201d<\/p>\n

Go deeper:<\/p>\n

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