This Saturday’s race at EchoPark Speedway marks a delicious milestone in the NASCAR Cup Series as King’s Hawaiian makes its debut as the primary sponsor of Denny Hamlin’s No. 11 Toyota Camry XSE. The appearance launches a new partnership between the beloved food brand and Joe Gibbs Racing (JGR), just in time for King’s Hawaiian to celebrate its 75th anniversary in 2025.
The race will be the first of four events in which King’s Hawaiian serves as the primary sponsor of Hamlin’s car, with upcoming appearances also scheduled at Daytona International Speedway (August 23), Bristol Motor Speedway (September 13), and Martinsville Speedway (October 26). The brand also serves as a full-season associate sponsor for the No. 11 team.
Founded in 1950 by Robert Taira in Hilo, Hawaii, King’s Hawaiian has grown into a household name known for its Original Hawaiian Sweet Rolls, Slider Buns, Hamburger Buns, and its newest hit—sweet and salty Pretzel Bites. Despite its growth, the company remains a family-owned business dedicated to bringing people together through irresistible food and the aloha spirit.
“As two family-owned businesses with a shared commitment to excellence and innovation, we are thrilled to kick off this partnership with Joe Gibbs Racing and Denny Hamlin,” said Raouf Moussa, chief marketing officer for King’s Hawaiian. “Debuting at EchoPark Speedway is the perfect way to begin connecting with the passionate NASCAR community and sharing our aloha spirit with fans across the country.”
“We’re very excited to welcome King’s Hawaiian to our team,” said Hamlin. “It’s a brand my family knows and loves, and I’m looking forward to everything we can do together both on and off the track. Kicking things off at EchoPark Speedway makes this weekend even more special.”
Joe Gibbs, founder and owner of JGR, echoed that excitement: “We’re proud to bring King’s Hawaiian into our racing family. Their products have become a staple in so many homes over the past 75 years, and we’re excited to help them celebrate this important anniversary.”
With its vibrant branding and unmistakable orange packaging, King’s Hawaiian’s debut on the No. 11 Toyota is sure to turn heads at EchoPark Speedway — and kick off a flavorful new era in NASCAR sponsorship.
For more about King’s Hawaiian and their story, visit www.kingshawaiian.com.
