King's Hawaiian to sponsor Denny Hamlin
Today at 08:25 AM
King‘s Hawaiian is joining Joe Gibbs Racing beginning with the 2025 NASCAR season, giving the sweet-bread brand a new team partner after previously aligning with RFK Racing. The deal is signed and due to be announced this morning with terms undisclosed, aside from the sides saying they‘ll be together for multiple years. King‘s Hawaiian will be the primary sponsor of the No. 11 Toyota driven by Denny Hamlin for four races annually along with an associate sponsor in all other Cup Series events. Such a deal at JGR would typically be valued in the low seven figures annually.
The Hawaii-inspired, California-based company, which is owned by Irresistible Foods Group, was a sponsor of RFK dating back to 2022 but departed that team this past offseason, SBJ previously first reported. That came as King‘s Hawaiian‘s competitor, Bimbo Bakeries USA, is set to have exclusivity as a top vendor partner of Kroger‘s new sponsorship program with RFK, after Kroger switched teams this past offseason. In ‘25, King‘s Hawaiian‘s primaries with JGR will be at Atlanta in June, Daytona in August, Bristol in September and Martinsville in October.
