• by Teresa Buyikian , 7 hours ago

Hardee’s is stepping up to sponsor one of the most popular sports in America.

Earlier this week NASCAR announced it has named Hardee’s as the official quick service restaurant of NASCAR. The partnership marks NASCAR’s first QSR partner since 2008.

On top of the multiyear commitment, Hardee’s will also team up with 23XI Racing as a primary partner with Bubba Wallace and the No. 23 team. The branded No. 23 Hardee’s car will appear at several upcoming races, along with Hardee’s branded team uniforms and equipment, along with Wallace’s firesuit.

NASCAR races draw millions of viewers, often over three million per cup race, and over six million viewers for the Daytona 500.

"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. “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.”

As part of the agreement . Hardee’s will incorporate its My Rewards loyalty program to engage NASCAR fans, as well as collaborate with both 23XI Racing and Wallace across digital, social and community-driven campaigns. 

This isn’t Hardee’s first lap around the track; in the1980s and 1990s, Hardee’s-backed entries achieved 12 NASCAR Cup Series victories, driven by Hall of Famers including Bobby Allison (1981), Cale Yarborough (1983–1988), Alan Kulwicki (1985) and Dale Jarrett (1988–1989).