Wallace partnership with iconic brand ends but – Sports News
Michael Jordan is the co-owner of NASCAR Cup Series workforce 23XI Racing (Image: Getty)
With the times of the Golden Arches adorning Bubba Wallace’s No. 23 Toyota Camry XSE for Michael Jordan and Denny Hamlin’s 23XI Racing seemingly over, it has as an alternative been changed by the golden star of Hardees for the foreseeable future.
23XI introduced on Wednesday that Hardee’s would function four-time race winner Wallace’s major sponsor as half of a multi-year deal. Furthermore, the 66-year-old fast food chain has additionally agreed to a deal with NASCAR to function its official Quick Service Restaurant (QSR).
This marks the primary time a QSR has been named by NASCAR since 2009, when Checkers/Rally’s left the position, in response to the Sports Business Journal.
Hardees will adorn Wallace’s No. 23 at an as-yet-unspecified quantity of races in 2026, merely outlined within the press release as “several,” with the Cook Out 400 at Martinsville Speedway on March 29 set to mark its debut. However, the fast food chain’s branding will probably be seen on workforce uniforms, tools, and Wallace’s firesuit all year long.
“NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history,” Wallace mentioned in a assertion.
Hardee’s will seemingly take McDonald’s place on Bubba Wallace’s No. 23 (Image: Getty)
“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.”
NASCAR’s chief business officer, Craig Stimmel, additionally referred to the deep ties between Hardee’s and the group following the announcement, saying, “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.
“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.”
Hardee’s deal with NASCAR will see the chain supplying food for numerous occasions all year long, whereas it can additionally “engage fans through unique experiences via its My Rewards™ loyalty program,” as per the announcement.
While the particular funds surrounding the deal haven’t been made public, Hardee’s was mentioned to have been offering simply over $1 million per 12 months when talking with groups, as per SBJ.
Hardee’s colours have been entrance and middle in NASCAR in numerous guises all through the many years, sponsoring the likes of Hamlin, Alan Kulwicki, Bobby Allison, Cale Yarborough, Dale Jarrett, and Ward Burton, whereas it additionally featured within the iconic Tom Cruise film ‘Days of Thunder’ with Cary Elwes’ character ‘Russ Wheeler’ on the wheel.
All in all, Hardee’s has visited victory lane on 12 events within the Cup Series, together with the 1981 Coca-Cola 600 and the Daytona 500 in 1983 and 1984.
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