Hardee\u2019s is returning to its roots as a sponsor of stock-car racing with a multiyear agreement with NASCAR.\u00a0<\/p>\n
The deal involves Hardee\u2019s participating in key events on the car racing circuit, providing unique experiences for its loyalty-program members, which it would introduce over the course of the season, the quick-service chain said. Hardee\u2019s is also partnering with driver Bubba Wallace and the 23XI team as a sponsor, providing branding on the team\u2019s uniforms and equipment and on Wallace\u2019s firesuit, as well as on the car at several races.<\/p>\n
Hardee\u2019s sponsored multiple NASCAR teams in the 1980s and \u201990s, including Hall of Famers Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett.\u00a0<\/p>\n
Hardee\u2019s said it would use the partnership to \u201cdeepen engagement\u201d with its customers and other NASCAR fans, adding that it would roll out different marketing initiatives over the course of the season.<\/p>\n
“Hardee’s 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’s heritage,\u201d NASCAR chief commercial officer Craig Stimmel said in a statement. “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.”<\/p>\n