Before the dawn of the 2025 NASCAR season, a significant change is set to occur as King's Hawaiian decides to part ways with RFK Racing. This partnership, which has endured for several years, has left a lasting mark on the sport with its vibrant orange paint schemes from the Despicable Me and Guardians of the Galaxy collaborations.

King's Hawaiian's Sponsorship Journey

Over the past three years, King's Hawaiian primarily sponsored Brad Keselowski. Their soft and sweet dinner rolls became a familiar sight on the NASCAR tracks. However, with the new Kroger sponsorship for RFK Racing, King's Hawaiian is now on the lookout for a new NASCAR partner. There is a possibility that they may leave the sport altogether if they fail to find a suitable team to collaborate with.

The Irresistible Foods Group and Its Brands

The owner of King's Hawaiian, the Irresistible Foods Group, also owns Grillo's Pickles, which is a sponsor of Front Row Motorsports and Todd Gilliland. This connection within the food industry adds another layer of complexity to the NASCAR sponsorship landscape.

RFK Racing's Expansion and Changes

RFK Racing is experiencing a flurry of changes. They have added a new third full-time team with Ryan Preece set to drive the No. 60 car full-time next season. The addition of Kroger as a major partner is a significant development. But it also means the loss of another sponsor. The organization is now faced with the challenge of demonstrating improved performance on the track to justify these expansions.

NASCAR thrives on a diverse range of sponsors, and the departure of a recognizable brand like King's Hawaiian is not ideal. It is crucial for the sport to retain and attract more sponsors to ensure its continued growth. Front Row Motorsports could be a logical destination for King's Hawaiian, as they have a few longtime partners but could benefit from adding another sponsor.

RFK Racing's moves are bold, and they need to translate into on-track success. Expanding the team and adding partners should lead to enhanced performance, not added complications. In the coming months, we will witness how these changes play out and whether RFK Racing can make the most of their new opportunities.