Hardee’s Extends Partnership with 23XI Racing and Bubba Wallace

The renewal follows a successful inaugural year that saw significant digital engagement for the brand, largely driven by Bubba-themed rewards and exclusive merchandise. Alisa Gmelich, President of Hardee’s, cited Wallace’s authenticity and determination as key factors in the decision to deepen the brand's ties to the sport. For the driver, the partnership represents a continuation of his personal history with the racing circuit and a chance to further engage with the fan base that has supported his tenure at 23XI.

To mark the announcement—coinciding with Wallace’s birthday and the race weekend at Charlotte Motor Speedway—the restaurant chain is launching a promotional campaign for loyalty members. Starting October 8, customers who make a qualifying purchase of at least $15 can receive a collectible No. 23 Hardee’s die-cast car. This promotion, running through November 10, aligns with Hardee’s broader strategy as an official NASCAR partner to leverage the sport's community-focused environment and recurring race-weekend traditions.