The Partnership

Hardee's has renewed its multi-year primary partnership with 23XI Racing, keeping the quick-service brand's logo on Bubba Wallace's No. 23 Toyota Camry XSE at select races and on team uniforms, equipment, and Wallace's firesuit throughout the full season. The deal, announced October 8 to coincide with Wallace's birthday and Hardee's branding appearance at Charlotte Motor Speedway, extends a relationship that debuted with measurable commercial results for the 1,600-plus-unit chain.

First-Year Results Drive Renewal

The original partnership generated increased social media engagement and produced some of Hardee's most successful digital promotions inside its My Rewards loyalty program. Bubba-themed offers ranked among the top performers for the brand, and the Bubba Wallace Full Throttle Meal — built around Hardee's Hand-Breaded Chicken Tenders™ — combined food and fandom in a limited offering that resonated with the chain's core QSR audience. For operators and franchisees across Hardee's 31-state footprint, that kind of loyalty lift tied to a national sports sponsorship offers a replicable marketing model: attach a limited-time offer to a high-profile moment, drive app downloads, and convert casual visitors into rewards members.

"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."

Loyalty Activation at the Pump

To mark the renewal, Hardee's is offering My Rewards members a complimentary No. 23 collectible die-cast car with any qualifying purchase of $15 or more, redeemable October 8 through November 10 at participating locations via the app or in-restaurant. The promotion is not available through third-party delivery partners, reinforcing the brand's push to drive direct digital ordering and loyalty sign-ups — a priority across the QSR and fast-casual segment as operators work to reduce dependency on third-party platforms and their associated fees.

Hardee's is also an official NASCAR partner through a separate multi-year agreement, giving parent company CKE Restaurants Holdings two layers of motorsports exposure — the broader series partnership and the primary team deal with 23XI. Founded in 2020 by Michael Jordan and Denny Hamlin, 23XI Racing has grown to a four-car organization and claimed NASCAR Cup Series victories with Wallace and Tyler Reddick. That ascent has made the team one of the sport's higher-profile properties, raising the value of primary sponsorships for brands looking to reach NASCAR's dedicated fan base.

For restaurant brands exploring sports marketing partnerships, the Hardee's model illustrates how a QSR can tie sponsorship spend directly to measurable loyalty metrics rather than relying solely on logo impressions — a distinction that makes renewal decisions considerably easier to justify.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.