MOORESVILLE, N.C. — 23XI Racing is adding some extra flavor to its 2026 NASCAR Cup Series program.
Hardee’s, the iconic fast-food chain long woven into stock car racing’s cultural fabric, will join Bubba Wallace and 23XI Racing as a primary sponsor beginning in 2026, the team announced Tuesday. The move pairs one of NASCAR’s most recognizable modern drivers with a brand that helped build the sport’s roots, while also aligning with a team firmly planted in its competitive prime.
Xfinity was also confirmed Tuesday as a primary sponsor for Wallace in 2026, giving the No. 23 team a strong, nationally recognized sponsorship lineup heading into the new season. Hardee’s, meanwhile, is expected to play a major role both on and off the track.
“Hardee’s will utilize its new partnerships to activate at key NASCAR events and engage with fans, celebrating the sport’s history while fueling its future,” the release stated.
Wallace, who has driven the No. 23 Toyota full time since the team’s inaugural season, continues to be one of the Cup Series’ most visible and marketable competitors. He has made multiple playoff appearances in NASCAR’s top division and has steadily improved his average finishes and consistency since joining the Michael Jordan- and Denny Hamlin-owned organization. Wallace has also become a regular presence near the front of the field on superspeedways and intermediate tracks, where 23XI has built much of its competitive identity.
For Hardee’s, the partnership represents more than logo placement. It’s a return to NASCAR relevance with a modern twist — blending nostalgia, fan engagement and a younger, more diverse audience through Wallace and 23XI’s growing footprint.
As 2026 approaches, the combination of Hardee’s, Xfinity and Wallace gives 23XI Racing both financial stability and cultural momentum. In a sport where sponsorship still fuels success, this pairing feels equal parts throwback and forward-thinking — fast food, fast cars and a driver who continues to push the team forward.
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