Hardee’s returning to NASCAR, sponsoring a #23 Bubba Wallace car

With the NASCAR charter suit settled, Hardee’s is returning to the sport, as the primary partner of the Bubba Wallace #23 team from 23XI Racing, which had taken NASCAR to court over the charter issue.

Hardee’s is also now the Official Quick Service Restaurant of NASCAR, which makes sense – you can’t drive for more than 10 minutes anywhere down South without passing a Hardee’s.

As part of the deal with 23XI, Wallace will drive a #23 Hardee’s car at several races, the first one being at Martinsville on March 29.

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ICYMI

• NASCAR, 23XI, Front Row come to terms on charter suit: Who blinked?
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• NASCAR Commissioner Steve Phelps, under fire for texts, steps down

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“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.”

During the 1980s and 1990s, Hardee’s-backed entries achieved 12 NASCAR Cup Series victories, driven by Hall of Famers including Bobby Allison (1981), Cale Yarborough (1983–1988), Alan Kulwicki (1985) and Dale Jarrett (1988–1989).

Allison captured three wins — including the Coca-Cola 600 — in the #28 Hardee’s car in 1981. Yarborough went on to take nine victories with Hardee’s, including back-to-back Daytona 500 titles in 1983 and 1984.

“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 Craig Stimmel, NASCAR Chief Commercial Officer. “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.”