{"id":430897,"date":"2026-01-24T20:04:27","date_gmt":"2026-01-24T20:04:27","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/430897\/"},"modified":"2026-01-24T20:04:27","modified_gmt":"2026-01-24T20:04:27","slug":"hardees-returns-to-nascar-as-an-official-partner","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/430897\/","title":{"rendered":"Hardee’s Returns to NASCAR as an Official Partner"},"content":{"rendered":"

\"\"<\/a>NASCAR and Hardee’s Official Partner<\/p>\n

DAYTONA BEACH, Fla.,\u00a0Jan. 21, 2026\u00a0\/PRNewswire\/ \u2014 NASCAR today announced that Hardee\u2019s, the iconic American quick-service restaurant brand, is returning to the sport in a major way as the Official Quick Service Restaurant (QSR) of NASCAR. In addition to the multiyear agreement, Hardee\u2019s also will join 23XI Racing as a primary partner with Bubba Wallace and the No. 23 team, marking one of the most significant comebacks of a heritage brand in recent NASCAR history. Throughout the season, Wallace will drive the No. 23 Hardee\u2019s car at several races, starting in Martinsville, and Hardee\u2019s branding will be included all season on the No. 23 team\u2019s uniforms and equipment and Wallace\u2019s firesuit.<\/p>\n

For decades, Hardee\u2019s has been interwoven with NASCAR\u2019s fabric, having sponsored some of the sport\u2019s most legendary names and moments. During the 1980s and 1990s, Hardee\u2019s-backed entries achieved 12 NASCAR Cup Series victories, driven by Hall of Famers including Bobby Allison (1981), Cale Yarborough (1983\u20131988), Alan Kulwicki (1985), and Dale Jarrett (1988\u20131989). Allison captured three wins\u2014including the prestigious Coca-Cola 600 \u2014 in the famed No. 28 Hardee\u2019s car in 1981. Yarborough went on to secure nine victories with Hardee\u2019s, including back-to-back Daytona 500 titles in 1983 and 1984, cementing the brand\u2019s place in NASCAR history.<\/p>\n

Now, Hardee\u2019s returns at a moment of remarkable momentum for the sport, joining a growing list of iconic Americana brands choosing NASCAR as a platform to reach millions of passionate fans.<\/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 Chief Commercial Officer. \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

As part of the agreement, Hardee\u2019s will activate across key NASCAR events, engage fans through unique experiences via its My Rewards\u2122 loyalty program, and collaborate with 23XI Racing and Wallace across digital, social, and community-driven campaigns.<\/p>\n

For Wallace \u2014 who is coming off one of his best seasons to date \u2014 the partnership carries special meaning.<\/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 said Bubba Wallace, driver of the No. 23 Toyota Camry XSE. \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

Hardee\u2019s will leverage the partnership to deepen engagement with its customers and NASCAR\u2019s millions of fans nationwide, celebrating the sport\u2019s history while fueling its future. The collaboration was facilitated by Hardee\u2019s media agency, PMG, which helped orchestrate the strategic deal. Together, NASCAR, 23XI and Hardee\u2019s will roll out a series of integrated marketing initiatives throughout the season.<\/p>\n

Get the latest news and exclusive app offers by downloading the Hardee\u2019s app and joining My Rewards, available\u00a0here<\/a>.<\/p>\n

Source: Hardee\u2019s\n<\/p>\n

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