Hardee’s, the iconic American quick-service restaurant brand, today announced the renewal of its multi-year partnership with 23XI Racing and Bubba Wallace’s No. 23 team. The renewed partnership builds on Hardee’s longstanding connection to NASCAR and its commitment to bringing memorable experiences to racing fans across the country. Through the renewal, Hardee’s branding will continue to be featured on Wallace’s No. 23 Toyota Camry XSE at select races and will be included all season on the No. 23 team’s uniforms and equipment, as well as Wallace’s firesuit.
“Hardee’s has a proud history in NASCAR, and we are thrilled to continue our partnership with 23XI Racing and Bubba Wallace,” said Alisa Gmelich, President of Hardee’s. “Bubba embodies the passion, determination and authenticity that make NASCAR so special, and we look forward to creating even more meaningful experiences alongside 23XI for fans while building on the momentum of this partnership for years to come.”
In the partnership’s first year, Hardee’s saw increased engagement across its social media platforms, while Bubba-themed digital offers for My Rewards™ members ranked among the most successful for the brand. The collaboration also brought fans the popular Bubba Wallace Full Throttle Meal, featuring Bubba’s favorite Hand-Breaded Chicken Tenders™ and exclusive No. 23 Hardee’s collectible die-cast car.
In celebration of the partnership renewal and in honor of Bubba Wallace’s birthday on Oct. 8 and this weekend’s race at Charlotte Motor Speedway, where Hardee’s-branding will be featured on the No. 23 car, Hardee’s is offering My Rewards members an offer for a complimentary No. 23 Hardee’s collectible die-cast car with any $15 qualifying purchase from Oct. 8 – Nov. 10 at participating locations. Join the Hardee’s My Rewards loyalty program here.
Hardee’s is also an official NASCAR partner, with a multi-year relationship announced earlier this year. Through its partnerships with NASCAR and 23XI Racing, Hardee’s is connecting with the sport’s passionate fan base and celebrating the shared traditions, energy and community that bring fans together every race weekend.
— 23XI Racing —