A Classic Is Back: Hardee’s Rejoins NASCAR With Wallace and 23XI

Hardee’s is back where it belongs—at the heart of NASCAR.

The iconic American quick-service brand announced Wednesday that it is returning to the sport as the Official Quick Service Restaurant of NASCAR and as a primary partner for Bubba Wallace and 23XI Racing. The No. 23 team will sport Hardee’s branding on its cars, uniforms, and equipment, starting with Martinsville and continuing throughout the season.

For those who know their NASCAR history, this is a reunion long in the making. Hardee’s was a staple in the 1980s and 1990s, backing legendary drivers like Bobby Allison, Cale Yarborough, Alan Kulwicki, and Dale Jarrett to 12 Cup Series victories, including Allison’s Coca-Cola 600 triumph and Yarborough’s back-to-back Daytona 500 wins in 1983 and 1984. The brand’s return isn’t just about logos on cars—it’s a nod to NASCAR’s golden era of speed, paint schemes, and Americana.

“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 NASCAR Chief Commercial Officer Craig Stimmel. “Hardee’s stands out as a partner that understands the passion, tradition, and energy that fuel our community.”

For Bubba Wallace, the comeback carries personal and historical significance. “NASCAR is built on legacy, and Hardee’s has been part of some of the most iconic moments in our sport’s history,” he said. “To bring that history forward with 23XI is really special. Fans know the Hardee’s paint schemes of the past, and I’m excited to help create some new memories for longtime and newer fans.”

Hardee’s isn’t just decorating the cars. The partnership will roll out across fan experiences, the My Rewards™ loyalty program, digital campaigns, and community initiatives—blending nostalgia with modern engagement. The move also underscores NASCAR’s growing appeal to legacy brands that want to reach its passionate, multigenerational fanbase.

In short, Hardee’s is back on track, in the garage, and in the spotlight—ready to remind everyone that some classics never go out of style.

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Greg Engle

Editor in Chief at Cup Scene Daily

Greg is a published award winning sportswriter who spent 23 years combined active and active reserve military service, much of that in and around the Special Operations community.

Greg was a writer for DriveTribe supporting Amazon's The Grand Tour and has been published in major publications across the country including the Los Angeles Times, the Cleveland Plain Dealer and the Atlanta Journal-Constitution. He was also a contributor to Chicken Soup for the NASCAR Soul, published in 2010, and the Christmas edition in 2016. He wrote as the NASCAR, Formula 1, Auto Reviews and National Veterans Affairs Examiner for Examiner.com and has appeared on Fox News. He holds a BS degree in communications, and a Masters degree in psychology. He is currently the weekend Motorsports Editor for Autoweek and a regular contributor to Forbes.