The Real Story Behind the Paint
Most people think big brands are running away from NASCAR drivers who have a public profile. That idea is flat-out wrong. On Thursday, Oct. 8, 2026, Hardee’s made a bold move that shocks the industry. 23XI Racing and Bubba Wallace have secured a renewed multi-year partnership with the iconic American fast-food brand. This deal keeps the Hardee’s name on Wallace’s No. 23 Toyota Camry XSE for select races and covers the team’s uniforms and equipment all season long.
The timing is no accident. This announcement lands right on Wallace’s birthday and just before a major race at Charlotte Motor Speedway. It shows that a national brand still trusts a driver who brings passion and authenticity to the track. Alisa Gmelich, President of Hardee’s, made the company’s stance clear when she spoke to reporters. “Hardee’s has a proud history in NASCAR, and we are thrilled to continue our partnership with 23XI Racing and Bubba Wallace,” she said. The brand isn’t looking for a quick fix or a trendy name. They are betting on a long-term connection with the fans who love the sport.
The numbers tell the real story of why this deal makes sense. In the first year of their work together, Hardee’s saw a huge jump in social media engagement. They also launched a Bubba-themed digital offer for their My Rewards™ members. This specific offer ranked among the most successful campaigns the brand has ever run. They even created the popular Bubba Wallace Full Throttle Meal, which featured Hand-Breaded Chicken Tenders™ and an exclusive collectible die-cast car. Fans did not just watch the races. They bought the food and collected the cars.
Bubba Wallace knows the value of this connection. He spoke directly about the deal and what it means for his career and the sport. “I’m excited to continue our partnership with Hardee’s and represent the brand on the No. 23 Toyota,” Wallace said. He added that the brand has a special place in the history of racing. “Hardee’s has a special place in NASCAR history, and it means a lot to carry that legacy forward together,” he noted. “I look forward to making more memories with Hardee’s and the fans.”
More Than Just a Logo on a Car
This partnership goes deeper than a simple sponsorship. It connects the brand to the heart of the community. Hardee’s is offering a special deal to celebrate the renewal. From Oct. 8 through Nov. 10, My Rewards members can get a free No. 23 Hardee’s collectible die-cast car. The only requirement is a qualifying purchase of $15 at participating locations. This is a smart way to get fans in the door and keep them coming back. It turns a race weekend into a family event.
The deal also highlights how NASCAR is using technology to grow. While Hardee’s focuses on the driver, the league itself is expanding its tech reach. Next League, a firm that builds intelligent systems for sports, just announced a new phase of its partnership with NASCAR. This group has worked with the sport since 2012 to modernize digital platforms. They are now using AI to speed up development and create better fan experiences.
Tim Clark, NASCAR’s Executive Vice President and Chief Brand Officer, explained the goal. “Next League has been a long-standing partner in supporting our digital platform evolution, and together we’re continuing to modernize the way we build, operate and improve fan-facing digital experiences,” Clark said. He made sure to note that human creativity remains the core of the sport. “At the same time, our content, storytelling and editorial voice will remain human-led and human-created,” he stated. “We see AI as a tool to strengthen how we work, not a replacement for the creativity and judgment behind the stories we tell.”
David Nugent, the CEO of Next League, echoed this sentiment. “Our long-standing partnership with NASCAR has been built on a shared commitment to innovation,” Nugent said. He believes that AI will help the league connect with fans in new ways. “As AI transforms how sports organizations operate and connect with fans, we’re excited to continue to help NASCAR harness emerging technologies to create more personalized and dynamic fan experiences,” he added.
Why Tradition Still Wins
In a world where brands chase every new trend, sticking to what works is a rare and powerful move. Hardee’s didn’t wait to see if the numbers would hold up. They saw the success of the first year and doubled down immediately. This tells us that American fans still value loyalty and genuine connection over flash and noise. When a driver like Bubba Wallace puts in the work, and a brand like Hardee’s supports him, the result is a win for everyone.
The race at Charlotte Motor Speedway this weekend will be the first real test of this renewed energy. Hardee’s branding will be front and center on the No. 23 car as Wallace competes for the win. It is a reminder that the track is still the place where communities come together. The fans who show up on Sunday are the same ones who buy the burgers and collect the cars. That shared experience is something you cannot code or fake. It is built on years of trust and hard work.
The next step for the partnership is already on the calendar. Hardee’s will run the special die-cast car offer through Nov. 10. Fans can join the My Rewards loyalty program to get the deal. This gives them a reason to visit the restaurant long after the race is over. It keeps the momentum going. The sport is changing, but the heart of it remains the same. It is about people, passion, and the promise of a good meal after a long day. That is a legacy worth keeping.