Hardee's Renews Multi-Year Partnership with 23XI Racing as Primary Partner of Bubba Wallace and the No. 23 Team

FRANKLIN, Tenn., Oct. 8, 2026 /PRNewswire/ -- 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.

"I'm excited to continue our partnership with Hardee's and represent the brand on the No. 23 Toyota," said Bubba Wallace, driver of the No. 23 Toyota Camry XSE. "Hardee's has a special place in NASCAR history, and it means a lot to carry that legacy forward together. I look forward to making more memories with Hardee's and the fans."

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.

Get the latest news and exclusive app offers by downloading the Hardee's app and joining My Rewards, available here.

Offer Terms All registered My Rewards members will receive an offer for a collectible Bubba Wallace 23XI diecast car with any qualifying purchase of $15 or more. Offer will run from 10/8/26 through 11/10/26. While supplies last. Tax, fees, and tips not included. Offer redeemable in the app or order.hardees.com, or in restaurant by scanning offer in app. Limit one redemption per registered user per day. Not valid for use within any other offer or discount. Some exclusions may apply. Offer not available for redemption with 3rd party vendors or delivery partners. Subject to cancellation at any time. © 2026 Hardee's Restaurants LLC. All rights reserved.

About Hardee's
Hardee's, owned by CKE Restaurants Holdings, Inc. based in Franklin, Tennessee, is known for premium and innovative menu items such as charbroiled burgers, Made from Scratch™ Biscuits and Hand-Breaded Chicken Tenders™. For 65 years, Hardee's has been bringing people together with classic flavors and homestyle comfort food. Hardee's Restaurants LLC has over 1,600 franchised or company-operated restaurants in 31 states. For more information about Hardee's, please visit www.hardees.com.

About CKE Restaurants Holdings, Inc.
CKE, a privately held company based in Franklin, Tennessee, franchises, owns and operates Carl's Jr.^® and Hardee's^® restaurants, two beloved brands, known for premium and innovative menu items such as iconic charbroiled Burgers, Made from Scratch™ Biscuits and Hand-Breaded Chicken Tenders™. With both a U.S. and international footprint, Carl's Jr. Restaurants LLC and Hardee's Restaurants LLC have more than 3,800 franchised or company-operated restaurants in 44 states and more than 35 foreign countries and U.S. territories. For more information about CKE, please visit www.ckr.com or its brand sites at www.carlsjr.com and www.hardees.com.

About NASCAR
The National Association for Stock Car Auto Racing (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States and owner of 14 of the nation's major motorsports entertainment facilities. NASCAR sanctions races in three national series (NASCAR Cup Series™, NASCAR O'Reilly Auto Parts Series™, and NASCAR CRAFTSMAN Truck Series™), four international series (NASCAR Brasil Series, NASCAR Canada Series, NASCAR Euro Series, NASCAR Mexico Series), four regional series (ARCA Menards Series, ARCA Menards Series East & West and the NASCAR Whelen Modified Tour) and a local grassroots series (NASCAR Advance Auto Parts Weekly Series). The International Motor Sports Association™ (IMSA^®) governs the IMSA WeatherTech SportsCar Championship™, the premier U.S. sports car series. NASCAR also owns Motor Racing Network, Racing Electronics, and ONE DAYTONA. Based in Daytona Beach, Florida, with offices in five cities across North America, NASCAR sanctions more than 1,200 races annually in 11 countries and more than 30 U.S. states.

For more information visit www.NASCAR.com and www.IMSA.com, and follow NASCAR on Instagram, YouTube, TikTok, X and Facebook.

About 23XI Racing
23XI Racing – pronounced twenty-three eleven – was founded by NBA legend Michael Jordan and three-time Daytona 500 winner Denny Hamlin in 2020. With rising NASCAR star Bubba Wallace selected to drive the No. 23 Toyota Camry, the team made its NASCAR Cup Series debut in the 2021 Daytona 500 at Daytona International Speedway. Wallace made history on October 4, 2021, when he captured his first career Cup Series win, becoming just the second African American to win in the Cup Series, and earning 23XI its first-ever victory. 23XI expanded to a two-car organization in 2022 with Cup Series Champion and Hall of Famer Kurt Busch driving the No. 45 Toyota Camry. With a win at Kansas Speedway in May of 2022, Busch earned 23XI the team's first-ever playoff berth. Tyler Reddick joined the team in 2023 to drive the No. 45 car. In 2024, Reddick won the Regular Season Championship and raced to a spot in the Championship 4, a first for both the team and Reddick. 23XI currently features the lineup of Bubba Wallace in the No. 23 Toyota Camry XSE, Tyler Reddick in the No. 45 Toyota Camry XSE and Riley Herbst in the No. 35 Toyota Camry XSE. Corey Heim currently serves as the team's development driver and races occasionally in the No. 67 Toyota Camry XSE. The team operates out of Airspeed, a state-of-the-art facility in Huntersville, N.C.

SOURCE CKE Restaurants Holdings, Inc.