RFK Racing, one of NASCAR’s rising teams in the Next-Gen era, is reportedly set to part ways with Kings Hawaiian, a loyal sponsor of the past three years, as a new chapter unfolds in the team’s journey. The recent addition of Ryan Preece and his sponsor Kroger has brought both excitement and complications to the three-car operation, led by Brad Keselowski and co-owner Jack Roush.
Kings Hawaiian Exit Stems from Brand Conflict
According to a report by Sports Business Journal, Kings Hawaiian’s departure is linked to a brand conflict with Kroger, a retail giant entering RFK Racing’s sponsorship lineup alongside Preece. While the exact nature of the conflict hasn’t been disclosed, the overlap between the two brands in the food retail space appears to have triggered Kings Hawaiian’s decision to look elsewhere.
The popular bread and roll company, known for its striking orange-and-white RFK paint schemes, is actively engaging with other NASCAR teams for a potential 2025 sponsorship deal.
“Kings Hawaiian is expected to leave RFK Racing after this year,” reports SBJ, “and is talking with other teams about a switch for 2025, stemming in part from a brand conflict with one of RFK’s new sponsors.”
This shift marks a bittersweet moment for RFK, as Kings Hawaiian has been instrumental in the team’s rejuvenation over the past three years.
Ryan Preece Brings Kroger—and High Expectations
RFK’s decision to expand to a three-car team and sign Ryan Preece was driven by two key factors: Preece’s untapped potential and the financial muscle Kroger brings to the table. The deal marks a significant move for RFK Racing as they look to return to the glory days of dominance.
Brad Keselowski, who has been instrumental in RFK’s resurgence, explained the reasoning behind Preece’s addition:
“I see Ryan as someone who has talent and work ethic,” Keselowski said. “He probably hasn’t been in the opportunities he needs to succeed. My commitment is to put him in a spot where he can win, with the right resources, team, and support.”
Kroger’s sponsorship will extend across all three RFK entries, signaling the brand’s full commitment to the team’s ambitious expansion. However, the Kroger deal’s ripple effect in displacing Kings Hawaiian highlights the delicate balance teams must navigate when integrating new partners.
What This Means for RFK Racing—and Preece
The departure of Kings Hawaiian is a notable loss for RFK, not just financially but also in terms of brand identity. The bold, fan-favorite paint schemes they brought to the No. 6 car will be missed.
For Ryan Preece, this move places significant pressure to deliver in 2025. RFK’s confidence in his potential will need to translate into on-track results. Preece will now have the backing of a team determined to provide him with the tools necessary for success—a rare opportunity to reignite a career that struggled to flourish at Stewart-Haas Racing.
NASCAR’s Sponsor Shuffle: A Sign of the Times
This sponsorship shake-up underscores the evolving nature of NASCAR’s commercial landscape. The sport’s growing push to attract diverse brands and cater to new markets often comes with difficult trade-offs.
Kings Hawaiian’s move could see it align with another prominent NASCAR team, ensuring its continued presence in the sport. Meanwhile, RFK Racing will now focus on solidifying its relationships with Kroger and maximizing the potential of its expanded lineup.
With the stakes higher than ever, all eyes will be on RFK Racing—and Ryan Preece—as they enter the 2025 season. Can RFK’s calculated risks yield the rewards they envision? Fans and sponsors alike will be watching closely.
