In a strategic move within the NASCAR sponsorship landscape, King’s Hawaiian has entered into a multi-year partnership with Joe Gibbs Racing (JGR), marking a significant shift from its previous association with RFK Racing.

This collaboration will see King’s Hawaiian prominently featured on Denny Hamlin’s No. 11 Toyota Camry for four races in the upcoming 2025 NASCAR Cup Series season, beginning with the event at Atlanta Motor Speedway in June.
The decision to transition from RFK Racing, where King’s Hawaiian had been a sponsor since 2022, was influenced by a brand conflict arising from RFK’s recent partnership with Kroger.
This development prompted King’s Hawaiian to seek new opportunities within the NASCAR community, ultimately leading to the alliance with JGR and Hamlin.
In addition to the four primary sponsorship races, King’s Hawaiian will maintain a full-season associate sponsorship role with the No. 11 team throughout the 2025 season. This expanded presence underscores the brand’s commitment to leveraging NASCAR’s platform for nationwide exposure.
Joe Gibbs, owner of JGR, expressed enthusiasm about the partnership, highlighting the shared values and family-owned nature of both organizations.
Denny Hamlin, a seasoned driver with multiple Daytona 500 victories, also conveyed his excitement, playfully remarking, “Let’s butter some rolls.”

This partnership not only brings a new sponsor to the forefront for JGR and Hamlin but also reflects the dynamic nature of sponsorships within NASCAR, where brand alignments and strategic partnerships continue to evolve.