By Milton Kirby | Daytona Beach, FL | January 22, 2026

Hardee’s is back in NASCAR in a big way.

The iconic American fast‑food brand has signed a multiyear agreement to become the Official Quick Service Restaurant of NASCAR, while also joining 23XI Racing as a primary sponsor of Bubba Wallace and the No. 23 Toyota Camry XSE.

The move represents one of the most notable heritage‑brand returns in recent NASCAR history and arrives at a moment when the sport is eager to reset after a turbulent offseason.

Hardee’s branding will appear throughout the season on Wallace’s firesuit, team uniforms, and equipment, with the No. 23 Hardee’s car set to debut at Martinsville Speedway this spring. The partnership also fills a long‑vacant category: Hardee’s becomes the first official NASCAR QSR in more than 15 years, a slot left open since Checkers/Rally’s exited in 2008.

A Heritage Brand Comes Home

For longtime fans, Hardee’s return is more than a sponsorship it’s a callback to an era when the brand was synonymous with winning. During the 1980s and 1990s, Hardee’s‑backed teams collected 12 NASCAR Cup Series victories with Hall of Fame drivers Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett.

Allison delivered three wins in the No. 28 Hardee’s car in 1981, including the Coca‑Cola 600. Yarborough added nine victories, highlighted by back‑to‑back Daytona 500 triumphs in 1983 and 1984.

Now, as NASCAR courts legacy brands seeking multigenerational reach, Hardee’s return fits squarely into the sport’s push to reconnect with its roots.

“Hardee’s is an American classic with deep roots in our sport,” said NASCAR Chief Commercial Officer Craig Stimmel. “Its return represents more than a new partnership it symbolizes the power and appeal of NASCAR’s heritage.”

Why 23XI, Why Now

Hardee’s arrival also reshapes the sponsorship landscape at 23XI Racing.
The brand steps in as McDonald’s quietly exits the team — a shift that became clear when the Golden Arches were absent from recent car renderings tied to the team’s expanded partnership with Xfinity.

Hardee’s will serve as a primary sponsor for Wallace at select races beginning with Martinsville, while Xfinity remains the dominant presence on the No. 23 throughout the season, including the Daytona 500.

The timing is notable. The agreement lands just months after NASCAR and 23XI Racing resolved their high‑profile antitrust dispute, a case Truth Seekers Journal has covered extensively from the damages sought by 23XI and Front Row Motorsports to the permanent charter resolution and the broader implications for team equity and sponsorship stability.

Industry sources said Hardee’s evaluated multiple teams before selecting 23XI, ultimately offering commitments slightly above $1 million annually. The deal, brokered by Hardee’s media agency PMG, includes trackside activations, digital campaigns, and integration with NASCAR’s My Rewards loyalty ecosystem.

For Wallace, the partnership carries both personal and professional weight.

“NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history,” Wallace said. “Fans know the Hardee’s paint schemes of the past, and I’m excited to help create some new memories.”

A Signal Beyond Sponsorship

Beyond the branding, Hardee’s return sends a broader message about the sport’s direction.
NASCAR Holdings and 23XI Racing collaborated closely to bring the brand back a sign that the two sides have maintained a functional working relationship following last year’s antitrust litigation.

Had the case gone to trial, 23XI Racing and Front Row Motorsports were seeking $365 million in damages. Instead, the dispute concluded with NASCAR granting both teams permanent charters a resolution analysts estimate to be worth tens to hundreds of millions of dollars, not including substantial legal costs.

Against that backdrop, Hardee’s re‑entry is being viewed inside the industry as a tangible step toward renewed stability and a signal that major brands are once again comfortable making long‑term investments in the sport.

Looking Ahead

Hardee’s parent company, CKE Restaurants Holdings, also operates Carl’s Jr., with more than 3,800 restaurants across the U.S. and internationally. Company officials say the NASCAR partnership will emphasize fan engagement, community outreach, and celebrating the sport’s past while fueling its future.

For NASCAR, 23XI Racing, and Bubba Wallace, the partnership represents something increasingly rare in modern motorsports: a heritage brand not just returning — but reclaiming a central place on the grid.

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