FedEx will end its two decade long partnership with Denny Hamlin and the #11 Joe Gibbs Racing team next season. The pivot began in 2021 when FedEx started scaling back its involvement in the sport, reducing the number of races they sponsored for the #11 crew through the season. Meanwhile, King’s Hawaiian is leaving RFK Racing, and could possibly be eyeing collaborations with other teams.
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The shuffle seems to be happening at the right time for Joe Gibbs Racing, who have lost a second major sponsor in three years, following the exit of Mars Incorporated and its M&M’s brand. King’s Hawaiian may find new opportunities with the #11 Joe Gibbs Racing team, or so the fans believe, or rather wish.
A NASCAR fan page initiated the discussion by sharing hypothetical images of Hamlin’s #11 Toyota Camry XSE adorned in orange and white, the potential new colors for the car in 2025.
The caption hinted at a hopeful sponsorship shift: “Seems like @KingsHawaiian could be looking for a new home in 2025… and coincidentally @dennyhamlin just lost a major sponsor in FedEx. Could we see Kings Hawaiian step up to the plate?”
Seems like @KingsHawaiian could be looking for a new home in 2025… and coincidentally @dennyhamlin just lost a major sponsor in FedEx. Could we see Kings Hawaiian step up to the plate? @JoeGibbsRacing pic.twitter.com/aUut7E41y2
— Jarrett Leu Designs (@JarrettLDesigns) December 21, 2024
The NASCAR community reacted with excitement. One fan expressed a fervent desire: “I want this to happen so bad,” while another exclaimed, “Oh my god that’s awesome”.
The enthusiasm gained momentum as another fan added a resounding “HELL YEAH”, while one made a heartfelt plea: “@KingsHawaiian pls sponsor @dennyhamlin”.
King’s Hawaiian’s time with RFK Racing
King’s Hawaiian joined forces with RFK Racing in 2022. They affirmed their partnership through the 2023 and 2024 seasons after reaping benefits from the investment. Typically, their branding graced Brad Keselowski‘s #6 Ford Mustang.
However, after RFK Racing announced that Kroger, who were backing JTG Daugherty Racing, have come on board Brad Keselowski’s team, King’s Hawaiian pulled out.
One of Kroger’s vendors, Bimbo Bakeries USA, comes in direct conflict with King’s Hawaiian since they sell similar baked goods. That could be the reason for the split.
The scope of King’s Hawaiian’s financial commitment to NASCAR remains undisclosed, but their presence was noticeable. They featured in nine primary races with RFK this past season. Established in Hawaii in 1950 and now based in California, the brand is part of the Irresistible Foods Group, which also owns another NASCAR sponsor, Grillo’s Pickles.
While Joe Gibbs Racing presents a promising opportunity for the bread company, King’s Hawaiian might also contemplate withdrawing from NASCAR altogether if they fail to secure an appealing agreement.
