King’s Hawaiian Back With Keselowski & RFK

King's Hawaiian Keselowski

Brad Keselowski's No. 6 King's Hawaiian Ford Mustang Dark Horse for RFK Racing.

CONCORD, N.C. – Family-owned bakery brand King’s Hawaiian will sponsor Brad Keselowski’s No. 6 RFK Racing Ford Mustang Dark Horse in nine NASCAR Cup Series races this year.

The orange King’s Hawaiian colors will first ride with Keselowski, the 2012 Cup Series champion and co-owner of RFK Racing, during the Ambetter Health 400 at Atlanta (Ga.) Motor Speedway on Feb. 25.

King’s Hawaiian will return to support Keselowski March 17 at Bristol (Tenn.) Motor Speedway; June 9 at Sonoma (Calif.) Raceway; June 16 at Iowa Speedway; Aug. 24 at Daytona (Fla.) Int’l Speedway; Sept. 8 at Atlanta; Sept. 15 at Watkins Glen (N.Y.) Int’l; Oct. 20 at Las Vegas (Nev.) Motor Speedway; and Nov. 3 during the penultimate race of the season at Martinsville (Va.) Speedway.

This year marks the third straight season that King’s Hawaiian has been a primary sponsor with RFK Racing and Keselowski. The brand debuted on Keselowski’s car in May of 2022 at Kansas Speedway.

Though he hasn’t been to victory lane in a Cup Series race since 2021 at Talladega (Ala.) Superspeedway, Keselowski posted a pair of runner-up finishes last year in the King’s Hawaiian colors, coming at Atlanta in March and Daytona in August.

King’s Hawaiian traces its roots back to Robert R. Taira, who founded the bakeshop that ultimately became King’s Hawaiian in 1950 in Hilo, Hawaii. There, Taira produced the first loaves of sweet bread that the company is now renowned for across the United States.

Taira’s bakery moved to Hawaii’s King Street in 1963, becoming King’s Bakery, before taking on the current-day King’s Hawaiian name in 1977 when the company opened a 24,000-square-foot facility in Torrance, Calif. That facility has since grown to encompass more than 60,000 square feet in Torrance.

King’s Hawaiian crossed its 70th anniversary in 2020, while NASCAR is coming off its 75th anniversary season that was celebrated throughout last year.

Atlanta in March will mark King’s Hawaiian’s 12th Cup Series appearance as a primary sponsor with Keselowski and RFK Racing.

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About Jacob Seelman

Jacob Seelman is Motorsports Hotspot’s News Editor and Race Face Digital’s Director of Content, as well as a veteran of more than a decade in the racing industry as a professional, though he’s spent his entire life in the garage and pit area.