Friday, March 31, 2023

King’s Hawaiian Expands Partnership with RFK Racing, Backing Brad Keselowski for Nine Races in 2023

Brad Keselowski RFK Racing King's Hawaiian NASCAR Cup Series
King’s Hawaiian will return to RFK Racing as a nine-race primary sponsor of Brad Keselowski’s No. 6 Ford Mustang, starting with the Busch Light Clash. PC: Ben Earp | NKP | Courtesy of Ford Performance

King’s Hawaiian, which debuted as a primary sponsor for RFK Racing last season, is set to return to the organization in an expanded role for the 2023 NASCAR Cup Series season, the team announced on Friday.

As part of the expanded relationship between the two parties, the iconic bread company will see its colors featured on Brad Keselowski’s No. 6 Ford Mustang in a total of nine NASCAR Cup Series events in 2023, starting with the Busch Light Clash at the LA Memorial Coliseum.

“Our team and myself are really excited to continue our partnership with King’s Hawaiian, a brand that is a favorite of many fans and people across the country,” said Keselowski. “We had a ton of fun highlighting their products and activations in 2022, but are even more excited to see what 2023 brings. We’re thankful to the team at King’s Hawaiian for their continued support of our team and look forward to a fun and successful season in 2023.”

The family-owned business will continue its sponsorship campaign at Atlanta Motor Speedway in March, before bringing the King’s Hawaiian No. 6 to events at Bristol Dirt, Kansas, Gateway, Sonoma, Pocono, Daytona, and Martinsville, the penultimate event of the season.

Brad Keselowski’s No. 6 King’s Hawaiian Ford Mustang will run in nine NASCAR Cup Series events in 2022.

“We are so excited to be back as a partner,” said Chad Donvito, President of King’s Hawaiian. “We can’t wait to watch the King’s Hawaiian No. 6 Ford Mustang fly around the track for Slider Sundays throughout the season. We love bringing families together over their love of fast cars and delicious sliders.”

Last season, upon the company’s first venture with RFK Racing, King’s Hawaiian served as a three-race primary sponsor of the No. 6 Ford Mustang, contesting events at Kansas, Nashville, and Las Vegas. Now, for 2023, the company’s branding will reach eight new markets, as well as a return to Kansas.

Brad Keselowski enters his second season with RFK Racing in the NASCAR Cup Series, an organization in which he co-owns with Jack Roush and The Fenway Group. With 35 wins at NASCAR’s top-level, Keselowski is set to make his 500th start in 2023.

Joseph Srigley
Joseph Srigley
University of Windsor | Business Administration - Supply Chain & Data Analytics Editor at

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