FRANKLIN, Tenn. — Hardee’s, the iconic American quick-service restaurant brand, announced the renewal of its multi-year partnership with 23XI Racing and Bubba Wallace’s No. 23 team.
The renewed partnership builds on Hardee’s longstanding connection to NASCAR and its commitment to bringing memorable experiences to racing fans across the country. Through the renewal, Hardee’s branding will continue to be featured on Wallace’s No. 23 Toyota Camry XSE at select races and will be included all season on the No. 23 team’s uniforms and equipment, as well as Wallace’s firesuit.
“Hardee’s has a proud history in NASCAR, and we are thrilled to continue our partnership with 23XI Racing and Bubba Wallace,” said Alisa Gmelich, President of Hardee’s. “Bubba embodies the passion, determination and authenticity that make NASCAR so special, and we look forward to creating even more meaningful experiences alongside 23XI for fans while building on the momentum of this partnership for years to come.”
In the partnership’s first year, Hardee’s saw increased engagement across its social media platforms, while Bubba-themed digital offers for My Rewards™ members ranked among the most successful for the brand.
The collaboration also brought fans the popular Bubba Wallace Full Throttle Meal, featuring Bubba’s favorite Hand-Breaded Chicken Tenders™ and exclusive No. 23 Hardee’s collectible die-cast car.
“I’m excited to continue our partnership with Hardee’s and represent the brand on the No. 23 Toyota,” said Bubba Wallace, driver of the No. 23 Toyota Camry XSE. “Hardee’s has a special place in NASCAR history, and it means a lot to carry that legacy forward together. I look forward to making more memories with Hardee’s and the fans.”
