Hardee's Back in the Fast Lane: Iconic Brand Fuels NASCAR Return with Bubba Wallace

DAYTONA BEACH, FL – January 21, 2026 – In a landmark announcement that merges racing’s storied past with its vibrant present, Hardee's is making a monumental return to the world of motorsports. The iconic quick-service restaurant (QSR) brand has inked a multiyear deal to become the Official Quick Service Restaurant of NASCAR, while simultaneously joining 23XI Racing as a primary partner for star driver Bubba Wallace and his No. 23 Toyota Camry XSE team. The move marks one of the most significant comebacks for a heritage brand in the sport's recent history, reigniting a legacy dormant for decades.

For fans, the partnership promises a thrilling blend of nostalgia and new energy. Wallace is set to pilot the No. 23 Hardee's car in several races during the upcoming season, with its on-track debut scheduled for the spring race at Martinsville Speedway. Beyond the signature paint scheme, Hardee's branding will be a constant presence, featured on the 23XI team's uniforms, equipment, and Wallace’s firesuit for the entire season.

A Return to Racing Roots

For longtime followers of NASCAR, the sight of the Hardee's logo on a stock car is a powerful throwback to a golden era. The brand was deeply interwoven with the sport's fabric throughout the 1980s and 1990s, sponsoring some of its most legendary figures and witnessing incredible triumphs. During this period, Hardee's-backed cars roared to 12 NASCAR Cup Series victories, creating moments that are now etched in motorsport lore.

The most celebrated chapter of this history was written by Hall of Famer Cale Yarborough. Behind the wheel of the No. 28 Hardee's car, Yarborough secured an incredible nine victories, including back-to-back Daytona 500 titles in 1983 and 1984. The 1983 victory is particularly famous in racing circles; after crashing his primary car in qualifying, Yarborough won the sport's biggest race in a backup car that had been serving as a show car at a Hardee's restaurant.

Before Yarborough’s dominant run, fellow Hall of Famer Bobby Allison gave Hardee's its first taste of major success in 1981, capturing three wins in the No. 28, including the prestigious Coca-Cola 600. The brand's sponsorship stable also included future legends like Alan Kulwicki and Dale Jarrett, cementing its status as a key player in the sport. The brand’s influence even permeated pop culture, with a Hardee's-sponsored car making an appearance in the 1990 racing film Days of Thunder. This rich history is a cornerstone of the new partnership, a point not lost on NASCAR leadership.

"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. "We're thrilled to welcome them back in such a significant way."

A Strategic Play in the Modern QSR Landscape

Hardee's re-entry into NASCAR is more than a sentimental journey; it is a calculated business strategy designed to capture the attention of a massive and famously loyal fanbase. The brand, owned by Franklin, Tennessee-based CKE Restaurants, fills a significant void in the sport's sponsorship portfolio. It becomes the first Official QSR of NASCAR since Checkers/Rally's concluded its partnership after the 2008 season, ending a nearly two-decade gap in the category.

This move places Hardee's at the forefront of a competitive QSR marketing environment within motorsports, where brands like Arby's and Chili's have also established team-level partnerships. By securing the official league-wide designation, Hardee's gains a unique platform to activate its brand across all NASCAR events. The company plans to leverage this through its My Rewards™ loyalty program, offering unique experiences and promotions to connect directly with fans.

For 23XI Racing, the arrival of Hardee's fills the primary sponsorship role previously held by McDonald's from 2021 to 2025. The new partnership aligns with CKE Restaurants' broader marketing objectives, which focus on digital engagement, community partnerships, and highlighting its core menu of charbroiled burgers, Made from Scratch™ Biscuits, and Hand-Breaded Chicken Tenders™. The demographic alignment between NASCAR's multigenerational audience and the classic American fare offered by Hardee's presents a powerful synergy that both parties aim to capitalize on through integrated digital and social media campaigns.

Fueling a Modern Powerhouse: The 23XI and Wallace Effect

By choosing Bubba Wallace and 23XI Racing, Hardee's is not just reviving its past; it is investing in NASCAR's dynamic future. Co-owned by NBA legend Michael Jordan and three-time Daytona 500 winner Denny Hamlin, 23XI Racing has rapidly ascended to become a formidable force in the Cup Series. The team has proven its ability to attract premier partners and achieve on-track success, including Tyler Reddick's 2024 Regular Season Championship and Championship 4 appearance.

For Bubba Wallace, the partnership represents a powerful vote of confidence. Coming off one of his best seasons to date, which included a celebrated victory at the Brickyard 400 and his second playoff appearance in three years, Wallace continues to be one of the sport's most compelling and influential figures. As a trailblazer, his platform extends beyond the track, making him an ideal ambassador for a brand looking to connect with a broad and diverse audience.

The partnership provides 23XI and Wallace with the critical resources needed to compete at the highest level while elevating their brand profile with a sponsor that carries deep historical significance in the sport. It's a connection that Wallace himself views as a special responsibility.

"NASCAR is built on legacy, and Hardee's has been part of some of the most iconic moments in our sport's history," said Wallace. "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."