Joe Gibbs Racing (JGR) has picked up a multi-year agreement with King’s Hawaiian, beginning with the 2025 NASCAR Cup Series campaign, the team announced on Wednesday.
As part of the newly signed agreement, JGR will place the King’s Hawaiian brand on board the No. 11 Toyota Camry XSE, driven by Denny Hamlin, in four NASCAR Cup Series events, beginning this Summer at Atlanta Motor Speedway.
“We are thrilled to have King’s Hawaiian join our family at Joe Gibbs Racing,” said Joe Gibbs, owner and founder of 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.”
2025 marks the 75th anniversary of King’s Hawaiian. The company has remained a family-owned business since being founded in 1950 and continues to make irresistible food that brings people together.
The company is scheduled to be the primary sponsor of Hamlin’s No. 11 Toyota Camry at Atlanta Motor Speedway (June 28), Daytona International Speedway (August 23), Bristol Motor Speedway (September 13), and Martinsville Speedway (October 26).
In addition to its primary sponsorship, King’s Hawaiian will serve as a full-season associate sponsor for the No. 11.
“As two family-owned businesses with a shared commitment to excellence and a long-standing tradition of continuous innovation and entrepreneurship, we are thrilled to announce this partnership with Joe Gibbs Racing and Denny Hamlin,” said Raouf Moussa, chief marketing officer for King’s Hawaiian. “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.”
A veteran of the NASCAR Cup Series, Hamlin enters his 20th season competing full-time at NASCAR’s top-level, all of which has come as a driver for Joe Gibbs Racing. Entering the season, the Chesterfield, Virginia-native is tied for 12th on the all-time wins list with 54 victories.
“We’re very excited to welcome King’s Hawaiian to our team,” said Hamlin. “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. I’m looking forward to all the exciting things that we can do on and off the track to elevate their program to the next level.”
King’s Hawaiian is the first sponsorship partner to be announced for Hamlin’s 2025 NASCAR Cup Series campaign, which is still being pieced together following the departure of FedEx.
The company will make its first appearance on the racecar of the championship contender in the Summer at Atlanta Motor Speedway.
