King’s Hawaiian Enters First Motorsports Partnership with NASCAR

Fans of King’s Hawaiian are in for a treat at four NASCAR-owned venues as the racing series and baking company announced a multiyear deal for an official track partnership. Under terms of the deal — the bakery’s first in motorsports — King’s Hawaiian will secure naming rights to dining areas at Daytona International Speedway, Kansas Speedway, Richmond Raceway and Phoenix Raceway.

King’s Hawaiian intends to work with Levy, NASCAR’s track hospitality partner, to offer branded and regionally themed menu items at each track. The partnership will begin March 12­–14 at Phoenix Raceway, which will debut the “King’s Hawaiian Grill at Phoenix Raceway” and the “King’s Hawaiian Food Court at Phoenix Raceway.”

“As King’s Hawaiian makes its first foray into motorsports, we welcome them to the NASCAR family,” said Frank Kelleher, senior vice president and chief sales officer at NASCAR. “Just like our sport, King’s Hawaiian brings people together, and we look forward to collaborating to enhance the fan dining experience at our racetracks.”

The bakery was founded in 1950 by Robert R. Tiara, the son of Japanese immigrants, in Hilo, Hawaii. The company has grown to serve the mainland United States and has expanded internationally.

“We’re excited to partner with NASCAR to share King’s Hawaiian bread with NASCAR’s extremely passionate fanbase,” said Chad Donvito, senior vice president and chief marketing officer of King’s Hawaiian. “NASCAR is an American institution and a great partner to have as we continue to share the taste of Aloha throughout the United States.”