Denny Hamlin signs new NASCAR sponsor after FedEx departs
Today at 01:57 AM
After the departure from FedEx; King's Hawaiian partners with Joe Gibbs Racing
FedEx has been a primary sponsor for Denny Hamlin since his Cup Series career began. However, after the 2024 season, that sponsor agreement was not renewed.
Now, King's Hawaiian will serve as a primary sponsor for Denny Hamlin starting with the 2025 season. The company will serve as the primary sponsor in four events in addition to being an associate sponsor for the full season. This is a multi-year agreement.
The company is Hawaii-inspired but California-based company. They are owned by Irresistible Foods Group.
King's Hawaiian previously sponsored Brad Keselowski’s No. 6 car with RFK Racing. They first joined the team in the 2022 season.
Kroger has a new sponsorship program with RFK starting in 2025. In that deal, brands from Bimbo Bakeries USA will have many primary sponsorship roles with the team, replacing King's Hawaiian.
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Joe Gibbs comments
"We are thrilled to have King's Hawaiian join our family at Joe Gibbs Racing," said Joe Gibbs, owner and founder of Joe Gibbs Racing.
"Their dinner rolls and other products have really become a part of the daily lives of so many families over the past 75 years and we look forward to helping them celebrate such a significant anniversary this season both on and off the track."
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Raouf Moussa comments
"As two family-owned businesses with a shared commitment to excellence and a long-standing tradition of continuous innovation and entrepreneurship, we are thrilled to announce this partnership with Joe Gibbs Racing and Denny Hamlin," said Raouf Moussa, chief marketing officer for King's Hawaiian.
"This collaboration represents a perfect alignment of values and a unique opportunity to engage with the passionate NASCAR community to showcase our irresistible products and aloha spirit to millions of fans across the country."
Denny Hamlin comments
"We're very excited to welcome King's Hawaiian to our team," said Hamlin.
"It's certainly a product we are very familiar with in our household and a great brand that has made a strong commitment to our sport. I'm looking forward to all the exciting things that we can do on and off the track to elevate their program to the next level."
Hamlin added via X, “Lets butter some rolls.”
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King’s Hawaiian
2025 NASCAR Schedule
June 28
Atlanta Motor Speedway
August 23
Daytona International Speedway
September 13
Bristol Motor Speedway
October 26
Martinsville Speedway
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