Hardee’s has renewed its multi-year partnership with 23XI Racing and Bubba Wallace’s No. 23 NASCAR Cup Series team.
The restaurant brand announced the extension on 8 October 2026. Hardee’s will continue as a primary partner on the No. 23 Toyota Camry XSE at selected races, with its branding also appearing throughout the season on team uniforms and equipment and on Wallace’s race suit.
Renewal keeps several activation channels in place
The release confirms that the relationship will continue for multiple years, but it does not state an expiry date, the number of primary races in each season or the financial value of the agreement.
Hardee’s says the first year of the 23XI programme increased engagement across its social-media channels. It also says Wallace-themed offers for members of its My Rewards programme ranked among the brand’s most successful digital offers. Those are company-reported marketing results; the announcement does not publish underlying audience totals, redemption rates, sales data or a comparison period.
The initial activation included a Bubba Wallace Full Throttle Meal and a collectible No. 23 die-cast car. A new loyalty promotion around Wallace’s birthday and the Charlotte race accompanied the renewal, but MRI has treated that short-term offer as activation detail rather than the substantive development.
For 23XI, the extension retains a consumer sponsor across both race-specific and season-long inventory. The primary races provide periods of prominent car branding, while the uniform, equipment and driver-suit rights maintain visibility when Hardee’s is not the primary livery. The parties have not identified hospitality, content, retail or customer-data deliverables beyond the activities described in the announcement.
Deal sits alongside Hardee’s wider NASCAR rights
Hardee’s also has a separate multi-year relationship as an official NASCAR partner, announced earlier in 2026. The company therefore holds assets at both championship and team level: NASCAR can provide sport-wide rights and event access, while 23XI and Wallace supply a specific team, driver and car around which to build consumer campaigns.
The renewal does not say whether the two agreements share activation budgets, contractual terms or measurement. MRI has not assumed that performance attributed to one property was produced by the other.
Hardee’s president Alisa Gmelich said the company wanted to build on the partnership’s momentum, while Wallace said he was pleased to continue representing the brand. MRI has paraphrased those statements and has not reproduced quotations from the release.
No feature image has been used because reusable first-party permission was not established. The article is connected to 23XI Racing’s exact MRI profile. That profile currently has no approved logo asset, so no logo has been invented, and MRI has not attached an unrelated Hardee’s profile.