Denny Hamlin has solidified his reputation as one of NASCAR’s most consistent drivers. His on-track performances position him among the sport’s elite. Notably, in his 19-year-long career he has won more than 50 races in NASCAR Cup Series. However, a championship title has remained elusive, which often positions him as the most successful ‘non-champion’ of NASCAR history.

Entering his 20th season with Joe Gibbs Racing, the veteran driver is looking for an overhaul. After the departure of his long-time crew chief, Hamlin will now have a new sponsor as well. Ahead of the 2025 season, JGR has announced a major sponsorship deal with bakery brand King’s Hawaiian. This comes after Brad Keselowski’s RFK Racing failed to retain the brand because of an internal controversy.

How did Brad Keselowski lose his sponsor?

Joe Gibbs Racing has officially announced King’s Hawaiian as a major sponsor for Denny Hamlin’s No. 11 Toyota. Starting with the 2025 NASCAR season, the sweet-bread brand will serve as Hamlin’s primary sponsor for four races annually. These races include Atlanta, Daytona, Bristol, and Martinsville. Apart from these races, King’s Hawaiian will maintain an associate sponsor presence for all other Cup Series events.

This multi-year deal comes after Hamlin’s long-time sponsor FedEx decided to part ways after the 2024 season. Speaking about the new partnership, team owner Joe Gibbs expressed his enthusiasm. “First of all, they’re a 75-year-old company, they’re kind of family-oriented. Their family has been in racing, and we think they fit our family. Their products are loved by people, and it’s great for us to be associated with a family like that,” said Gibbs.

Notably, King’s Hawaiian is not new in NASCAR’s ecosystem. Their parent company, Irresistible Foods Group, also owns Grillo’s Pickles which has been a sponsor of Front Row Motorsports. However, King’s Hawaiian joins JGR after breaking their three-year-long partnership with Brad Keselowski’s RFK Racing. The sweet-bread brand had been aligned with RFK since 2022, primarily featuring on Brad Keselowski’s No. 6 Ford.

RFK’s recent partnership with Kroger created a conflict of interest that pushed King’s Hawaiian out of the picture. The retail store chain also has brands like Bimbo Bakeries USA under its umbrella, which raised conflict of interest issues with the King’s Hawaiian. This exclusivity arrangement left little room for King’s Hawaiian, forcing the family-owned bakery to seek opportunities elsewhere. Despite enjoying notable success at RFK, the developing dynamics made the split inevitable.

It’s worth noting that Kroger will join RFK Racing as the primary sponsor for their new charter. They will get a place on Ryan Preece’s No.60 Toyota in the upcoming year. Brad Keselowski’s co-owned team bought this charter from the now-defunct Stewart-Haas Racing to expand their appearances. This deal between Kroger and RFK Racing helped Joe Gibbs Racing to fill the void left by FedEx.

Joe Gibbs Racing goes under mega overhaul!

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Joe Gibbs Racing is entering 2025 with an aggressive plan to return to dominance. After a subpar performance in the 2024 season, the Coach’s team is looking for redemption. The silly season saw only six wins and no drivers advancing to the Championship 4. However, ahead of the 2025 season, JGR has restructured three out of its four charters.

One of the major changes was the promotion of Denny Hamlin’s long-time crew chief Chris Gabehart to the role of competition director. Gabehart, who has a proven track record with Hamlin, will now oversee the performance of all JGR teams. This decision allows Hamlin to work with the ex-crew chief of Ty Gibbs, Chris Gayle. The chemistry between Hamlin and Gayle will be a key factor in whether the No. 11 car can finally deliver a championship in 2025.

Meanwhile, Ty Gibbs will also see some changes in his team structure, including the introduction of the new crew chief. Despite being the Grandson of team owner Joe Gibbs, Ty Gibbs faces scrutiny after an underwhelming performance in the 2024 season. Another change in the squad is the introduction of Chase Briscoe in the fourth charter. He will replace now retired Martin Truex Jr. in the team. After leaving Stewart-Haas Racing, Briscoe needs to prove he can compete at an elite level while adapting to a new environment.

However, what remains constant is Christopher Bell and his team. He will return to the 2025 season with his crew chief Adam Stevens. Bell has been a bright spot for the team in recent years, reaching the Championship 4 in two of the last three seasons. His consistent performances make him one of JGR’s best hopes for a title in the upcoming season. So, what do you think this seismic change will help JGR in title pursuit?