After Losing FedEx, Denny Hamlin Eyes Brad Keselowski’s $2 Billion Sponsor Amid Rising Conflict
NASCAR’s “silly season” isn’t just about driver swaps or crew chief shuffles anymore—sponsorship battles are now stealing the spotlight. With teams increasingly reliant on multiple sponsors to fund their operations, securing big-name backers has become as competitive as the races themselves. Enter Denny Hamlin’s team, Joe Gibbs Racing (JGR), and Brad Keselowski’s RFK Racing, who are caught in a tug-of-war over a high-profile sponsor.
RFK Racing Strikes First: The Kroger Coup
The drama began when RFK Racing successfully poached retail giant Kroger, a long-time partner of JGR. This left JGR scrambling for payback, especially after Denny Hamlin’s primary sponsor, FedEx, ended its partnership with the No. 11 team this season. With Hamlin’s car now sponsorless for 2025, JGR is targeting a major RFK sponsor: The King’s Hawaiian, a family-owned bakery.
Since joining RFK Racing in 2022, King’s Hawaiian has prominently featured on the No. 6 Ford Mustang, with expectations of extending the partnership into 2025. However, the situation changed dramatically when Kroger aligned with RFK.
Keselowski Hints at Expansion
Adding fuel to the fire, Brad Keselowski hinted at a third charter for RFK Racing following the 2024 season. He teased fans on Twitter:
“Look for several (official) big announcements from RFK in the next two weeks,” later confirming a major sponsorship deal and the addition of Ryan Preece driving the No. 60 car with Kroger.
The partnership between Kroger and Tad and Jodi Geschickter, former JTG Racing owners who facilitated the sponsorship deal, was celebrated as a major win for RFK.
“We’d like to thank Kroger and the vision of Tad and Jodi, without which we wouldn’t be in the position of growing with a third car in 2025 and beyond,” RFK stated in their announcement.
JGR Targets King’s Hawaiian
JGR, however, appears ready to strike back. Reports from the Sports Business Journal reveal that King’s Hawaiian is considering leaving RFK due to potential conflicts with Kroger, which owns several competing brands, such as Bimbo Bakeries. These tensions have prompted King’s Hawaiian to explore partnerships with other NASCAR teams.
“Sources say King’s Hawaiian has held talks with other NASCAR teams about possibly joining them in 2025 instead. The identities of those teams could not be confirmed by press time, but some top teams have clear open inventory, such as Joe Gibbs Racing,” the report stated.
For Denny Hamlin and JGR, landing King’s Hawaiian would not only fill the void left by FedEx but also serve as a pointed counterstrike against RFK.
HMS and Chase Elliott: Another Contender
While JGR seems like the most likely destination, Hendrick Motorsports (HMS) and Chase Elliott present another intriguing option for King’s Hawaiian. With Hooters recently scaling back its sponsorship, HMS has limited-race openings for Elliott’s No. 9 car. Partnering with Hendrick Motorsports could offer King’s Hawaiian both prestige and flexibility.
Will King’s Hawaiian Stay or Go?
As of now, there’s no official word from King’s Hawaiian or RFK Racing regarding the potential split. However, the bakery has had a successful partnership with RFK, and a renewed deal could keep them on board. Still, the competitive environment and Kroger’s presence make the possibility of a switch highly plausible.
A Grim Exit?
Adding a layer of uncertainty, SBJ also noted that King’s Hawaiian might leave NASCAR entirely if they can’t find the right team. This wouldn’t be unprecedented—other major sponsors like M&M’s, FedEx, Hooters, and GEICO have exited the sport in recent years.
With high stakes and big players involved, the question remains: Where will King’s Hawaiian land next? Whether it’s JGR, HMS, or RFK, this sponsorship saga could reshape NASCAR’s financial landscape.
