King’s Hawaiian, the bread company best known for its dinner rolls, is expected to leave RFK Racing after this year and is in discussions with other NASCAR teams about switching sponsorships. The decision is partly due to a brand conflict with one of RFK’s new sponsors. King’s Hawaiian, which began sponsoring RFK Racing in 2022 and extended its deal for 2023 and 2024, has been satisfied with its return on investment. Their activations included at-track product sampling, giveaways, and co-advertising with movie studios for films like Guardians of the Galaxy and Despicable Me.
King’s Hawaiian primarily sponsored RFK Racing’s No. 6 Ford, driven by team co-owner Brad Keselowski. However, RFK Racing secured a major new deal with grocery giant The Kroger Co. for next year, which led to a potential conflict with one of its competitors. Kroger’s NASCAR partnership involves several brands, including Bimbo Bakeries USA, whose portfolio includes Thomas’ English muffins, Sara Lee bread, and Entenmann’s baked goods. Bimbo is switching from JTG Daugherty Racing to RFK next year, which could create competition for King’s Hawaiian.
Although discussions between RFK and King’s Hawaiian about a renewal are unclear, sources suggest that King’s Hawaiian is set to leave after this year. The company is in talks with other teams, with possible suitors including Joe Gibbs Racing, which will lose FedEx as a sponsor after 2024. There is also a chance that King’s Hawaiian may exit NASCAR if it can’t secure a suitable deal.
King’s Hawaiian’s investment in NASCAR was estimated to be in the low seven figures, with nine primary sponsorships for RFK this past season. RFK Racing and King’s Hawaiian declined to comment, and Raouf Moussa, King’s Hawaiian’s CMO, did not respond to inquiries. The company, founded in Hawaii in 1950 and now headquartered in California, is owned by Irresistible Foods Group, which also owns other brands.
