Hardee’s Joins 23XI Racing in Major NASCAR Return for 2026 Season
Hardee’s is officially back in NASCAR, and the comeback arrives with the kind of energy that feels tailor‑made for a sport built on heritage, loyalty, and bold branding. After years away from the national spotlight, the iconic quick‑service restaurant chain has signed on as both an Official Partner of NASCAR and a primary sponsor for 23XI Racing, marking one of the most notable sponsorship returns in recent memory.
The partnership places Hardee’s on the No. 23 Toyota driven by Bubba Wallace, beginning with the spring race at Martinsville Speedway, a track where Hardee’s once held naming rights and built a strong connection with fans throughout the 1980s and 1990s. For longtime followers of the sport, the Hardee’s star returning to a NASCAR hood feels like a piece of history sliding back into place.
A Brand With Deep NASCAR Roots
Hardee’s isn’t new to stock car racing. The company was a major presence throughout the 1980s and early 1990s, sponsoring drivers such as Cale Yarborough and Sterling Marlin while backing races at tracks across the Southeast. Their branding was everywhere on cars, uniforms, billboards, and the race programs fans collected each weekend.
That era left a lasting impression. Hardee’s became one of those brands fans associated with Sunday afternoons, tailgates, and the unmistakable sound of V8 engines echoing through small Southern towns. Their return taps directly into that nostalgia, but this time with a modern twist: aligning with one of the most progressive, fast‑growing organizations in the garage.
Why 23XI Racing and McDonald’s Parted Ways
The end of the long‑running partnership between 23XI Racing and McDonald’s wasn’t the result of tension or performance issues. It came down to shifting business priorities. McDonald’s has been restructuring its sports marketing strategy, pulling back from several team‑level sponsorships across multiple leagues.
The decision was made to focus more heavily on global campaigns and digital‑first branding. At the same time, 23XI Racing has continued to grow its commercial value, attracting brands eager to invest at a higher, more integrated level.
When renewal discussions began for 2026, both sides recognized they were heading in different directions. McDonald’s wanted a lighter footprint. 23XI wanted a partner ready to expand. The split was described internally as amicable, and it opened the door for Hardee’s to step into a larger, more visible role.
Why 23XI Racing Was the Right Fit
23XI Racing has built its identity on energy, ambition, and a willingness to push the sport forward. Co‑owned by Michael Jordan and Denny Hamlin, the team has quickly become one of NASCAR’s most visible operations, not just because of its ownership but because of its commitment to performance and culture.
For Hardee’s, the decision to partner with 23XI Racing wasn’t just about putting a logo on a car. It was about aligning with a team that reflects the brand’s renewed direction: bold, modern, and unapologetically confident.
Bubba Wallace, who will carry the Hardee’s colors, brings a strong combination of competitiveness and personality. He’s a playoff‑capable driver with a loyal fanbase and a platform that extends far beyond the racetrack. For a brand re‑entering the sport, Wallace offers both reach and authenticity.
A Sponsorship Built for the Modern NASCAR Landscape
Hardee’s isn’t simply returning as a paint‑scheme sponsor. The company has signed on as the Official Quick Service Restaurant of NASCAR, a move that positions the brand across the sport’s national footprint. This includes fan‑facing promotions, trackside activations, digital campaigns, and integrated marketing that will run throughout the season.
The partnership also reflects NASCAR’s continued momentum in attracting major national brands. The sport’s audience has grown younger and more diverse in recent years, and companies like Hardee’s see NASCAR as a platform that can deliver both reach and loyalty.
What This Means
Hardee’s re‑entry into NASCAR and specifically its partnership with 23XI Racing signals more than a sponsorship announcement. It’s a statement about where the sport is headed. NASCAR is in a period of renewal, with new teams, new manufacturers, and new brands stepping into the spotlight.
Hardee’s choosing this moment to return shows confidence in the sport’s trajectory and belief in the power of NASCAR’s fanbase. For 23XI Racing, it’s another sign that the organization has become a premier destination for major partners. For Bubba Wallace, it’s a fresh look and a new opportunity to build momentum heading into the 2026 season.
What’s Next
Hardee’s coming back to NASCAR feels like a reunion, one that blends the sport’s past with its future. The brand’s partnership with 23XI Racing brings together heritage, star power, and modern marketing in a way that fits today’s NASCAR landscape.
When the No. 23 Toyota rolls onto the track at Martinsville adorned with Hardee’s classic black, yellow, peach, and orange, it won’t just be another paint scheme. It will be a reminder of where the sport has been, and a preview of where it’s going.
