Joe Gibbs Racing (JGR) has announced a major sponsorship agreement with King’s Hawaiian, set to begin with the 2025 NASCAR Cup Series season. This partnership marks a fresh chapter for the No. 11 Toyota Camry XSE, driven by veteran Denny Hamlin, as it enters a new era of branding on the track.
King’s Hawaiian will feature prominently as the primary sponsor in four high-profile NASCAR Cup Series events. These include races at Atlanta Motor Speedway in June and the season finale at Martinsville Speedway in October. The deal also signals a broader marketing push as the brand celebrates its 75th anniversary.
End of an Era with FedEx
The King’s Hawaiian deal comes on the heels of a bittersweet farewell to FedEx, JGR’s long-time sponsor. For two decades, FedEx was synonymous with Hamlin’s No. 11 car, establishing a brand-driver pairing rarely seen in motorsports. However, FedEx announced in late 2024 that it would end its sponsorship, leaving a void that King’s Hawaiian is set to fill.
FedEx’s departure is not just the end of a business relationship—it’s the close of a significant chapter in NASCAR history. Denny Hamlin and his FedEx-liveried cars have become an iconic duo since 2005, and the brand’s withdrawal was met with emotional responses from fans.
This shift creates opportunities for King’s Hawaiian to establish a new legacy.
A Sweet Anniversary and a Growing Presence
Founded in 1950, King’s Hawaiian is a family-owned business best known for its signature sweet bread. With the company’s 75th anniversary coinciding with the sponsorship launch, 2025 promises to be a landmark year. The brand aims to connect with NASCAR’s devoted fanbase while celebrating its milestone.
Joe Gibbs, the namesake of JGR, expressed his excitement about the collaboration.
“We are thrilled to have King’s Hawaiian join our family. Their products have become a staple for so many households, and we’re excited to celebrate their 75th anniversary together, both on and off the track.”
Raouf Moussa, King’s Hawaiian’s Chief Marketing Officer, echoed the sentiment, emphasizing shared values and the opportunity to engage millions of NASCAR fans.
This partnership is not King’s Hawaiian’s first foray into NASCAR. The company previously sponsored Brad Keselowski’s No. 6 Ford at RFK Racing, though that relationship ended in 2024. Now, with JGR, the brand looks to amplify its presence in the sport.
Denny Hamlin: A Driver in His Prime
Denny Hamlin, one of NASCAR’s most accomplished drivers, is entering his 20th full-time season in 2025. With three Daytona 500 victories and 74 total wins across NASCAR’s top series, Hamlin is a driver who continues to shine.
In 2024, Hamlin secured eighth place in the Cup Series standings, racking up three wins and 18 top-10 finishes. These stats underscore his consistency and expertise behind the wheel.
Hamlin, enthusiastic about the new partnership, commented:
“We’re excited to welcome King’s Hawaiian to the team. It’s a brand we’re very familiar with, and I’m looking forward to showcasing their products and aloha spirit to our fans.”
This alignment with King’s Hawaiian not only refreshes the No. 11 car’s look but also positions Hamlin as an ambassador for a brand with deep cultural and culinary roots.
Expanding Marketing Strategies
As the primary sponsor for four races and an associate sponsor for the rest of the season, King’s Hawaiian is going all-in on visibility. The partnership will likely include a mix of promotional events, trackside activations, and digital campaigns celebrating the 75th anniversary.
Here are some anticipated initiatives:
- Anniversary Celebrations: NASCAR events tied to King’s Hawaiian’s milestone year.
- Fan Engagement: Exclusive merchandise, trackside giveaways, and social media promotions.
- On-Track Branding: Eye-catching liveries for the No. 11 Toyota, ensuring a strong presence during key races.
The brand’s marketing efforts aim to strengthen its ties with NASCAR fans, a group known for their loyalty to sponsor brands.
| Sponsorship Details | Information |
|---|---|
| Primary Sponsor Events | 4 Major Cup Series Races |
| Associate Sponsorship | Entire NASCAR Cup Series Season |
| Driver | Denny Hamlin |
| Milestone Celebrated | 75th Anniversary of King’s Hawaiian |
As NASCAR fans look ahead to the 2025 season, the King’s Hawaiian-JGR partnership is shaping up to be a highlight. With Hamlin’s talent, JGR’s resources, and King’s Hawaiian’s ambitious marketing plans, this collaboration has the ingredients for success.
Whether it’s sweet bread or sweet victories, there’s plenty to look forward to in the coming season.
