Denny Hamlin, one of NASCAR’s most consistent and decorated drivers, enters his 20th season with Joe Gibbs Racing (JGR) equipped with a new primary sponsor—King’s Hawaiian. The renowned sweet-bread brand will adorn Hamlin’s No. 11 Toyota in four key races annually, starting with the 2025 NASCAR Cup Series season.
This partnership follows a major shakeup at JGR, as Hamlin’s long-time sponsor, FedEx, parted ways after the 2024 season. The move marks another chapter in Hamlin’s illustrious career as he continues to chase the elusive championship title that has eluded him despite over 50 Cup Series wins.
King’s Hawaiian’s NASCAR journey continues
King’s Hawaiian, a brand synonymous with family and tradition, has deepened its commitment to NASCAR. The company’s multi-year deal with JGR includes primary sponsorship for races at Atlanta, Daytona, Bristol, and Martinsville, alongside an associate sponsor presence for the remainder of the season.
JGR team owner Joe Gibbs expressed excitement about the partnership:
“They’re a 75-year-old company, family-oriented, and their family has been involved in racing. Their products are loved by people, and it’s great for us to be associated with a family like that.”
This collaboration represents a fresh start for King’s Hawaiian, which previously partnered with Brad Keselowski’s RFK Racing. Their three-year relationship ended amid internal controversies at RFK, paving the way for JGR to secure the brand’s backing.
A key transition for Hamlin
For Hamlin, this sponsorship marks a significant shift. FedEx, a fixture on his car for nearly two decades, became synonymous with Hamlin’s success. The partnership’s conclusion in 2024 led to questions about JGR’s ability to attract a high-profile sponsor for Hamlin’s No. 11 car. With King’s Hawaiian stepping in, those concerns have been put to rest.
Hamlin’s partnership with King’s Hawaiian also signals an opportunity for the veteran driver to refresh his brand as he chases his first NASCAR championship. Known as the most successful “non-champion” in NASCAR history, Hamlin’s pursuit of the Cup Series title has been a narrative that continues to captivate fans.
A growing footprint in NASCAR
King’s Hawaiian isn’t a stranger to NASCAR. Its parent company, Irresistible Foods Group, also owns Grillo’s Pickles, which sponsors Front Row Motorsports. However, their alignment with JGR positions them alongside one of the sport’s most dominant teams.
JGR has long been a powerhouse in NASCAR, with multiple championships and a reputation for securing marquee sponsors. Adding King’s Hawaiian to their roster is a testament to their ability to attract top-tier partners.
2025 and beyond: What’s next for Hamlin and JGR
As the 2025 season approaches, Hamlin and JGR are set to make a statement. With a new sponsor on board and Hamlin’s relentless drive to secure his first championship, expectations are high.
King’s Hawaiian’s involvement ensures that JGR maintains a robust sponsorship portfolio, while Hamlin’s on-track performance continues to solidify his status as one of NASCAR’s most formidable competitors.
For Hamlin, the partnership with King’s Hawaiian isn’t just a business deal—it’s a fresh chapter in his pursuit of NASCAR greatness.
