Marketing

Hardee's returns to NASCAR as official partner, teams with Bubba Wallace

Image: Hardee's

January 22, 2026

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Hardee's has become the official Quick Service Restaurant of NASCAR in a multi-year agreement.

The brand will also join 23XI Racing as a primary partner with Bubba Wallace and the No. 23 team, according to a press release.

Wallace will drive the No. 23 Hardee's car in several races, and uniforms, equipment and Wallace's firesuit will have Hardee's branding.

"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," Craig Stimmel, NASCAR chief commercial officer said in the release. "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."

As part of the agreement, Hardee's will activate across key NASCAR events, engage fans through unique experiences via its My Rewards loyalty program and collaborate with 23XI Racing and Wallace across digital, social and community-driven campaigns.

For Wallace — who is coming off one of his best seasons to date — the partnership carries special meaning.

"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 in the release. "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."

Hardee's is a CKE Restaurant Holdings Inc. property and has more than 1,600 franchised or company-operated restaurants in 31 states.