Bubba Wallace and his 23XI team have reportedly landed a new sponsor for the 2026 Cup Series season as they say prepare to say goodbye to another.
The 32-year-old driver is coming off his best year to date in 2025 following his Brickyard 400 win and top 11 placement in NASCAR‘s points standings.
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And on Wednesday, Wallace shared the news that fast food chain Hardee’s has joined the 23XI family and will serve as the new primary partner of the No. 23 Toyota for the first time since 1997.
NASCAR Cup Series driver Bubba Wallace (23) celebrates winning Sunday, July 27, 2025, the Brickyard 400 at Indianapolis Motor Speedway.© Grace Hollars/IndyStar / USA TODAY NETWORK via Imagn Images
(© Grace Hollars/IndyStar / USA TODAY NETWORK via Imagn Images)
Bubba Wallace releases statement on new Hardee’s partnership
In a statement released earlier today, Bubba welcomed Hardee’s as his new primary partner while also sharing his excitement to create even more iconic moments for fans with their branding on his car.
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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.”
Hardee’s storied history in NASCAR
While Hardee’s hasn’t been a sponsor in the Cup Series for close to 30 years, the chain has long been a staple sponsor for some great drivers and cars. Several NASCAR Hall of Famers drove the Hardee’s car throughout the ’80s, including: Bobby Allison (1981), Cale Yarborough (1983–1988), Alan Kulwicki (1985) and Dale Jarrett (1988–1989).
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All told, Hardee’s had 12 wins in NASCAR’s Cup Series before bowing out of the sport in ’97, and they’re only hoping to add to that now that they’re the partner of one of NASCAR’s biggest names.
“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,” NASCAR CCO Craig Stimmel 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.”
Wallace had long been sponsored by McDonald’s while driving for 23XI. However, that is expected to come to an end with the announcement of this new partnership.
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This story was originally published by The Spun on Jan 21, 2026, where it first appeared in the NASCAR section. Add The Spun as a Preferred Source by clicking here.
