NASCAR Weighs McDonald's Return as 23XI Embraces New Sponsor Flexibility

23XI President Steve Lauletta discusses the brand's evolving sponsorship strategy and the potential for McDonald's to make a comeback.

Apr. 13, 2026 at 12:41am

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A fragmented, cubist-style painting depicting a NASCAR race scene, with the iconic McDonald's golden arches logo and other racing elements broken down into sharp, overlapping geometric shapes and planes.A cubist interpretation of NASCAR's evolving sponsorship landscape, where legacy brands like McDonald's must find a fresh, authentic way to engage modern fans.Today in Nashville

As NASCAR's sponsorship landscape evolves, there are signs that iconic brand McDonald's could be eyeing a return to the sport after previously backing Bubba Wallace's 23XI Racing team. 23XI president Steve Lauletta discusses the team's strategic shift to more nimble, digitally-driven partnerships, and the potential for McDonald's to re-enter the sport in a way that feels authentic and relevant to modern fans.

Why it matters

This story highlights the changing dynamics of sports sponsorships, where major brands must balance nostalgia with contemporary fan engagement. McDonald's potential return to NASCAR could set a blueprint for how legacy brands re-enter partnerships in a way that respects the sport's heritage while embracing data-driven, content-rich activations that resonate with today's audience.

The details

After backing 23XI Racing and driver Bubba Wallace in 2021, McDonald's sponsorship window closed at the end of 2025. However, 23XI president Steve Lauletta suggests the brand may be considering a return, noting that McDonald's had 'some business challenges' that led to their exit. Since then, 23XI has embraced a more flexible, portfolio-based sponsorship approach, pairing Wallace with brands like Hardee's that can deliver compelling storytelling and fan engagement.

  • McDonald's sponsored 23XI Racing in 2021.
  • McDonald's sponsorship window closed at the end of 2025.
  • 23XI has since partnered with brands like Hardee's to diversify its sponsorship portfolio.

The players

23XI Racing

The NASCAR team co-owned by Denny Hamlin and Michael Jordan, which previously had McDonald's as a primary sponsor for driver Bubba Wallace.

Steve Lauletta

The president of 23XI Racing, who has discussed the team's evolving sponsorship strategy and the potential for McDonald's to return to the sport.

Bubba Wallace

The driver for 23XI Racing, who previously had McDonald's as a sponsor on his car.

McDonald's

The iconic fast-food brand that previously sponsored 23XI Racing and is now being considered for a potential return to NASCAR.

Hardee's

The quick-service restaurant brand that has partnered with 23XI Racing as a primary sponsor for Bubba Wallace since McDonald's exit.

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What they’re saying

“They had some business challenges and you've got to figure out what to do with the money that you have.”

— Steve Lauletta, President, 23XI Racing

What’s next

If McDonald's decides to return to NASCAR, the brand will need to carefully consider how to integrate its sponsorship in a way that feels authentic and relevant to modern fans. This could involve localized activations, digital content, and fan engagement initiatives that go beyond simply placing the golden arches on a race car.

The takeaway

This story highlights the evolving nature of sports sponsorships, where major brands must balance nostalgia with contemporary fan engagement. McDonald's potential return to NASCAR could set a blueprint for how legacy brands re-enter partnerships in a way that respects the sport's heritage while embracing data-driven, content-rich activations that resonate with today's audience.