Joe Gibbs Racing (JGR) has announced a multi-year partnership with King’s Hawaiian, the renowned sweet-bread brand, to sponsor Denny Hamlin’s No. 11 Toyota Camry in the NASCAR Cup Series. The agreement designates King’s Hawaiian as the primary sponsor for four races each season, beginning in 2025, and as an associate sponsor for the remaining events.
The No. 11 King’s Hawaiian Toyota Camry will debut at Atlanta Motor Speedway in June, followed by appearances at Daytona International Speedway in August, Bristol Motor Speedway in September, and Martinsville Speedway in October.
King’s Hawaiian, founded in 1950 by Robert Taira, is a family-owned company known for its sweet rolls, slider buns, and pretzel bites. Previously, the brand sponsored RFK Racing but transitioned to JGR after RFK’s new partnership with Kroger created a conflict of interest.
This partnership fills the sponsorship void left by FedEx, which concluded its long-standing relationship with JGR and Hamlin at the end of the 2024 season. Team owner Joe Gibbs expressed enthusiasm about the new collaboration, stating, “We are thrilled to have King’s Hawaiian join our family at 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.”
Denny Hamlin, a seasoned driver with 51 NASCAR Cup Series victories, including three Daytona 500 wins, shared his excitement: “We’re very excited to welcome King’s Hawaiian to our team. 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.”
The partnership between JGR and King’s Hawaiian represents a strategic alignment of two family-oriented organizations, both committed to excellence and tradition. Fans can anticipate seeing the vibrant King’s Hawaiian branding on the No. 11 Toyota Camry throughout the 2025 NASCAR Cup Series season.
