King's Hawaiian expected to leave RFK Racing
12/06/2024 03:00 AM
Bread company King‘s Hawaiian is expected to leave RFK Racing after this year and is in discussions with other teams in NASCAR about a switch, according to people familiar with the matter, stemming in part from a brand conflict with one of RFK‘s new sponsors. Best known for its dinner rolls, King‘s Hawaiian became a sponsor of RFK Racing in 2022 and extended the deal for the 2023 and 2024 campaigns after saying it had achieved a proper return on its investment. Activations from King‘s Hawaiian have included at-track sampling and giveaways, like earlier this year when it promoted its new sweet pretzel bite products, as well as partnerships with movie studios to co-advertise King‘s Hawaiian and films like Marvel Studios‘ "Guardians of the Galaxy" and Universal Pictures‘ "Despicable Me."
