For nearly two decades, FedEx was synonymous with Denny Hamlin and Joe Gibbs Racing (JGR), serving as the primary sponsor for Hamlin’s No. 11 car since the beginning of his NASCAR Cup Series career. However, with the conclusion of the 2024 season, FedEx and JGR did not renew their agreement, leaving a void in Hamlin’s sponsorship lineup. Now, JGR has found a new partner in King’s Hawaiian, a brand renowned for its soft and sweet dinner rolls.
Starting in the 2025 season, King’s Hawaiian will serve as the primary sponsor for Hamlin in four races, with additional branding as an associate sponsor throughout the season. The partnership marks a multi-year agreement between the Hawaii-inspired, California-based company and JGR. This move signifies a new chapter for King’s Hawaiian, which previously partnered with RFK Racing and driver Brad Keselowski’s No. 6 car.
The shift comes as RFK Racing transitions to a new sponsorship program in 2025 with Kroger. Under this deal, Bimbo Bakeries USA brands will take on prominent sponsorship roles, replacing King’s Hawaiian. This change has allowed King’s Hawaiian to form a fresh alliance with JGR, a team with a storied history in NASCAR.
Joe Gibbs Welcomes King’s Hawaiian
Joe Gibbs, the founder and owner of JGR, expressed excitement about the partnership. “We are thrilled to have King’s Hawaiian join our family at Joe Gibbs Racing,” said Gibbs. “Their dinner rolls and other products have really become a part of the daily lives of so many families over the past 75 years. We look forward to helping them celebrate such a significant anniversary this season both on and off the track.”
King’s Hawaiian’s Vision for NASCAR
Raouf Moussa, Chief Marketing Officer for King’s Hawaiian, highlighted the alignment between the company and JGR. “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 Moussa. He emphasized the company’s intent to connect with NASCAR’s passionate fan base and showcase King’s Hawaiian’s “irresistible products and aloha spirit” across the country.
Denny Hamlin’s Excitement
Hamlin, who has built a legendary career at JGR, expressed enthusiasm about the new sponsor. “We’re very excited to welcome King’s Hawaiian to our team,” he said. “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.” Hamlin also teased the partnership on social media, saying, “Let’s butter some rolls.”
This collaboration represents a new era for both JGR and King’s Hawaiian, one that promises to bring energy and engagement to the NASCAR community while celebrating a beloved family-owned brand.
