Bubba Wallace will have Hardee’s sponsorship in the NASCAR Cup Series via a multiyear agreement between the company and 23XI Racing, the latter announced Jan. 21.
As part of the agreement, Hardee’s will also become the official quick service restaurant of NASCAR.
According to the release, Hardee’s will be featured on Wallace’s No. 23 in multiple races this season, beginning at Martinsville Speedway.
āNASCAR is built on legacy, and Hardeeās has been part of some of the most iconic moments in our sportās history,ā Wallace said in a team release. āTo bring that history forward with 23XI is really special and weāre looking forward to representing a brand that means so much to NASCARās story. Fans know the Hardeeās paint schemes of the past, and Iām excited to help create some new memories for longtime and newer fans.ā
Wallace had previously featured McDonald’s sponsorship on his car in the quick service restaurant space.
Wallace earned one win, six top fives and 14 top 10s in the Cup Series in 2025, finishing 11th in points.
Kevin Rutherford is the executive editor of Frontstretch, a position he gained in 2025 after being the managing editor since 2015, and serving on the editing staff since 2013.
At his day job, he's a journalist covering music and rock charts at Billboard. He lives in New York City, but his heart is in Ohio -- you know, like that Hawthorne Heights song.
NOoo, MJ’s PR firm did.
Hardees! Once an icon in NASCAR sponsorship. Years ago you could go into any Hardees in the SE and there would be posters of Cale in the Hardees car all over the place. I haven’t seen that in many years. If you’re on the road, Hardees is a step up from the usual McD, BK and Bogangles. But, them putting their money behind this race baiting minimal talent bum…….I really did like their sourdough burgers….alas…..