Hardee‘s is returning to the premier level of stock car racing in 2026 as the Official Quick Service Restaurant (QSR) of NASCAR in a multiyear agreement, NASCAR announced Wednesday.
Additionally, Hardee‘s will join 23XI Racing as a primary sponsor of driver Bubba Wallace and his No. 23 Toyota in the NASCAR Cup Series beginning in March at Martinsville Speedway.
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Hardee‘s has a rich history in NASCAR, dating back to the 1980s as it sponsored Hall of Fame drivers Bobby Allison, Cale Yarborough, Alan Kulwicki and Dale Jarrett, visiting Victory Lane 12 times between 1981 and 1997. Additionally, Hardee‘s was prominently featured in the 1990 classic film “Days of Thunder,” sponsoring the fictional No. 18 Chevrolet driven by Russ Wheeler.
“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,” Craig Stimmel, NASCAR chief commercial officer, said. “As more legacy brands look to NASCAR to connect with loyal, multigenerational fanbases, Hardee‘s stands out as a partner that understands the passion, tradition and energy that fuel our community. We‘re thrilled to welcome them back in such a significant way.”
MORE: See Hardee‘s long history in NASCAR
23XI Racing and Wallace welcome Hardee‘s to the No. 23 Toyota on the heels of a season when he won the 2025 Brickyard 400 at Indianapolis Motor Speedway to earn his first crown-jewel victory. Wallace also advanced to the Cup Series Playoffs for the second time in the past three seasons, matching career bests in top fives (six) and top 10s (14).
“NASCAR is built on legacy, and Hardee‘s has been part of some of the most iconic moments in our sport‘s history,” Wallace said. “To bring that history forward with 23XI is really special, and we‘re looking forward to representing a brand that means so much to NASCAR‘s story. 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.”
MORE: Bubba Wallace‘s driver page | Watch NASCAR video highlights
Hardee‘s will utilize its new partnerships to activate at key NASCAR events and engage with fans, “celebrating the sport‘s history while fueling its future,” the release states.
The 2026 NASCAR Cup Series season is set to begin with the 68th annual Daytona 500 at 2:30 p.m. ET on Sunday, Feb. 15 at Daytona International Speedway (FOX, HBO Max, MRN Radio and SiriusXM NASCAR Radio).