Joe Gibbs Racing has announced a new multi-year partnership with King’s Hawaiian starting with the 2025 NASCAR Cup Series season.

This collaboration is an exciting move for both Joe Gibbs Racing and King’s Hawaiian as they align their brands with the sport. The No. 11 Toyota Camry XSE, driven by veteran NASCAR Cup Series driver Denny Hamlin, will prominently display the King’s Hawaiian branding. This sponsorship covers four major NASCAR Cup Series events, starting at the Atlanta Motor Speedway in June and culminating at the Martinsville Speedway in October.

In racing circles, the pairing of Joe Gibbs Racing with King’s Hawaiian follows the sad conclusion of a strong 20-year sponsorship with FedEx. The logistics company had been a mainstay on Denny Hamlin’s machinery since 2005, but they have announced an end to their sponsorship for the 2025 season.

King’s Hawaiian, with a history stretching back to 1950, remains a family-owned business celebrating its 75th anniversary in 2025. Known for its sweet bread, the company has expanded its offerings over the decades and seeks to solidify a larger presence in the NASCAR community.

Joe Gibbs, owner and founder of Joe Gibbs Racing, said the following:

“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.”

Raouf Moussa, King’s Hawaiian’s chief marketing officer, highlighed the shared values between the two companies, adding:

“This collaboration represents a perfect alignment of values and a unique opportunity to engage with the passionate NASCAR community to showcase our irresistible products and aloha spirit to millions of fans across the country.”

There’s an added layer of excitement with Denny Hamlin, who is one of NASCAR’s most seasoned drivers. Entering his 20th full season, Hamlin has consistently demonstrated his talents behind the wheel with three Daytona 500 victories and a total of 74 wins across Cup Series, Xfinity Series, and Truck, tying him for 12th on the all-time list.

Beyond these achievements, Hamlin’s performance in 2024 was impressive, placing eighth in the Cup Series points standings with three wins and 18 top-10 finishes.

Naturally, Hamlin is readying himself to make the most of his new partnership with King’s Hawaiian.

“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.”

Prior to this, the brand was associated with RFK Racing and sponsored Brad Keselowski’s No. 6 Ford. However, this relationship ended in 2024, paving the way for a new partnership with Joe Gibbs Racing.

In addition to its primary sponsorship role, King’s Hawaiian will serve as an associate sponsor for the entire NASCAR season. This initiative is aimed at improving King’s Hawaiian’s visibility and creating extensive promotional opportunities both on and off the track. Marketing strategies will likely center around celebrating both the partnership and King’s Hawaiian’s milestone anniversary in various NASCAR-centered events.