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King's Hawaiian Expands Relationship with RFK Racing, Brad Keselowski for 2023 Season

The iconic bread company will serve as a nine-race primary sponsor of Brad Keselowski's No. 6 Ford Mustang in 2023.


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King's Hawaiian is set to expand its relationship with NASCAR Cup Series organization RFK Racing for the 2023 season, the organization announced on Monday.

The company, known for its fluffy and soft dinner rolls, will increase its presence on Brad Keselowski's No. 6 Ford Mustang by a factor of three for the upcoming season, committing to the a nine-race sponsorship with the race-winning organization, starting with the Busch Light Clash on February 5.

“Our team and myself are really excited to continue our partnership with King’s Hawaiian, a brand that is a favorite of many fans and people across the country,” said Keselowski. “We had a ton of fun highlighting their products and activations in 2022, but are even more excited to see what 2023 brings. We’re thankful to the team at King’s Hawaiian for their continued support of our team and look forward to a fun and successful season in 2023.”

The family-owned business will continue its sponsorship campaign with RFK Racing at Atlanta Motor Speedway (March 19), before returning to NASCAR Cup Series events at Bristol Dirt (April 9), Kansas (May 7), Gateway (June 4), Sonoma (June 11), Pocono (July 23), Daytona (August 26), and Martinsville (October 29) - the penultimate event of the season.

“We are so excited to be back as a partner,” said Chad Donvito, President of King’s Hawaiian. “We can’t wait to watch the King’s Hawaiian No. 6 Ford Mustang fly around the track for Slider Sundays throughout the season. We love bringing families together over their love of fast cars and delicious sliders.”

Last year, upon the company's first sponsorship dealing with RFK Racing, King's Hawaiian served as a three-race primary sponsor of Keselowski's No. 6 Ford Mustang at Kansas, Nashville, and Las Vegas.

For the upcoming season, the iconic bread company will be reaching into eight different markets, including key locations such as St. Louis and Los Angeles, while also making a return to Kansas.

Entering his second full-season with RFK Racing, an organization in which he now co-owns with Jack Roush and The Fenway Group, Brad Keselowski is looking to cement himself and his organization as a consistent threat to win races.

A 35-time winner at NASCAR's top-level, Keselowski is scheduled to contest his 500th NASCAR Cup Series event at WWT Raceway, with King's Hawaiian on-board his No. 6 Ford Mustang for the occasion.

Photo Credit: Rusty Jarrett, NKP, Courtesy of Ford Performance