Hardee’s renews multi-year deal with 23XI Racing, Bubba Wallace

NXTbets Pro | Published On: October 8, 2026

Hardee’s deal renewal

Hardee’s has renewed its multi-year partnership with 23XI Racing and Bubba Wallace’s No. 23 team. The renewal was announced in Franklin, Tennessee, before the Cup Series race at Charlotte Motor Speedway, and it keeps Hardee’s tied to a program it joined in 2025 as a primary sponsor of Wallace’s car. The agreement gives both sides another opportunity to build on the partnership through performance, branding and fan engagement.

The decision followed the first year, when Hardee’s said the partnership produced stronger social media engagement and meaningful traction inside its My Rewards program. That feedback gives the brand a reason to stay involved. Wallace’s team gets a sponsor that has already invested in the relationship, while Hardee’s retains a platform connected to the No. 23 team.

Wallace sponsorship branding

Hardee’s will keep its branding on Wallace’s No. 23 Toyota Camry XSE at select races, and the company also plans to keep its logo visible across the team’s uniforms and equipment throughout the season. Wallace’s firesuit will continue to carry Hardee’s branding as well, keeping the sponsor tied directly to the driver whenever he is on track or in front of cameras. That kind of placement connects the brand to the car and the people around it. For 23XI Racing, that means another season with a sponsor committed to the team’s identity.

Hardee’s said the relationship delivered more than just visibility in the first year. The company pointed to stronger social media engagement and said Bubba-themed digital offers in its My Rewards program performed well. That included the Bubba Wallace Full Throttle Meal, which gave the partnership a fan-facing angle beyond the track. Those kinds of offers turn a racing sponsorship into a broader marketing effort. Fans see the team on race weekends, then encounter the same name in app promotions and rewards programs. For Hardee’s, that connects the racing partnership with its customer offers.

My Rewards offer

Hardee’s is also using the renewed deal to push a new fan offer through its My Rewards program. Members can get a free No. 23 collectible die-cast car with any $15 qualifying purchase at participating locations. The promotion is tied to Wallace’s birthday and the Charlotte Motor Speedway race weekend, giving the offer a connection to the event. It folds the sponsor’s racing tie-in into a reward that speaks to collectors and regular customers at the same time. The die-cast car also extends the value of the No. 23 brand beyond the track.

Wallace said he was excited to continue representing Hardee’s and its NASCAR legacy, a statement that fits the direction of the renewed agreement. The deal keeps the No. 23 team linked to Hardee’s through car branding, firesuit placement, team uniforms and equipment, and retail offers.