Michael Jordan and Bubba Wallace are writing a new chapter in NASCAR history. What started as a bold business venture has evolved into a powerful symbol of growth, resilience, and transformation
For Wallace, having Jordan in his corner means more than just a famous name attached to a racing team. It means being held to the highest standard every time he puts on the helmet.
As the 2025 season continues, all eyes will be on Darlington this Sunday. But regardless of the outcome, one thing is clear — the relationship between Bubba Wallace and Michael Jordan is already a victory in itself.
While Michael Jordan may not have directly brokered the deal with Robinhood, his presence looms large over every aspect of 23XI Racing. He doesn’t have to be in every meeting — his name, his brand, and his legacy do much of the work for him.
And as Denny Hamlin pointed out, even when sponsorships don’t originate from Jordan’s circle, they are often inspired by the team’s unique appeal — a mix of star power, competitive performance, and cultural relevance.
In just a few short years, 23XI Racing has gone from a promising startup to one of NASCAR’s most talked-about organizations. And if partnerships like the one with Robinhood are any indication, they’re just getting started.
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Table of Contents
Michael Jordan’s Influence Shines in NASCAR
Denny Hamlin Opens Up About 23XI Racing’s Sponsorship Boost
When it comes to global sporting icons, few names carry the weight and legacy of Michael Jordan.1
Though his legendary career was carved on the basketball court, the six-time NBA champion has made impressive strides into the world of motorsports.
Partnering with NASCAR veteran Denny Hamlin, Jordan co-founded 23XI Racing in 2020 — and the impact of his presence is being felt well beyond the racetrack.
In a recent interview at Darlington Raceway, Denny Hamlin shed light on how Jordan’s massive stardom has helped open commercial doors, particularly through attracting high-profile sponsors to their team.
One such brand stepping into the NASCAR scene is Robinhood, a name already familiar to fans of NBA franchises like the Memphis Grizzlies and Miami Heat.
Par 23.
A day on the green never looked so fly. The @EastsideGolf x Jordan collection is coming, get notified ⬇️
— Jordan (@Jumpman23) November 10, 2022
The Power of a Global Icon: How Jordan’s Legacy Translates to NASCAR
Michael Jordan isn’t just a former athlete — he is a global brand unto himself. With six NBA titles, 14 All-Star appearances, and a long list of accolades, M.J. has transcended his sport to become one of the most marketable figures in history.
As of 2024, Forbes estimates his net worth at $3.5 billion, making him the richest former professional athlete in the world.
So when Jordan shifts his focus from the hardwood to the track, attention naturally follows.
The NBA legend’s involvement with 23XI Racing brought a fresh wave of interest to NASCAR — a sport traditionally rooted in Southern culture and now evolving with new demographics, personalities, and commercial investments.
Sponsors who once hesitated to dip into motorsports are now eager to get involved, thanks to Jordan’s unparalleled influence.
Michael Jordan: The Founding of 23XI Racing
In 2020, Michael Jordan and Denny Hamlin announced the formation of 23XI Racing — a name that reflects Jordan’s iconic jersey number (23) and Hamlin’s No. 11 car in the Cup Series.2
The team made headlines immediately, not just for its high-profile ownership, but also for hiring Bubba Wallace as its inaugural driver. Wallace, known for his vocal stance on social justice issues, added even more visibility to the team.
Since then, 23XI Racing has grown rapidly in stature. The team now fields multiple entries, including the No. 23 Toyota Camry driven by Wallace and the No. 45 car driven by Tyler Reddick.
The organization has earned race wins, playoff berths, and crucially — lucrative sponsorships.
Robinhood Steps into the NASCAR Arena
One of the most interesting additions to the 23XI sponsor roster is Robinhood — the fintech company known for democratizing investing. Robinhood is no stranger to sports partnerships.
In the 2024–25 NBA season, the company is featured prominently on the jerseys of the Memphis Grizzlies, Miami Heat, and Washington Wizards. Now, it’s venturing into the world of NASCAR.
In the upcoming 2025 season, Robinhood will support Bubba Wallace and Corey Heim, a development driver for 23XI, in select races.
According to Hamlin, this particular partnership wasn’t directly initiated by Jordan himself but came together through agency discussions and broader commercial alignment.
“I think that certainly Michael’s brand and things like that attract a lot of different companies to be associated with,” Hamlin explained. “This one (Robinhood) is not directly, you know, brought through Michael or his group. That was more of an agency thing, so all came together really nicely.”
Michael Jordan: Corey Heim and the Future of 23XI Racing
The Robinhood deal is particularly significant for 23XI’s development pipeline.3
Corey Heim, one of the rising stars in stock car racing, will debut Robinhood’s vibrant neon livery on the No. 67 car at Kansas Speedway on May 11, 2025.
This marks a major opportunity for Heim to shine in a high-profile ride backed by a major corporate sponsor.
Heim has been building momentum across NASCAR’s lower series, and the partnership with Robinhood offers not only visibility but also credibility.
Having a major sponsor associated with a developmental driver is a strong signal that 23XI Racing is invested in long-term growth, talent development, and brand diversification.
Hamlin’s Perspective: Strategic Business Meets Racing Passion
Denny Hamlin’s dual role as a top-tier NASCAR driver and a team co-owner gives him a unique vantage point.
His insight into the business of racing is sharpened by his competitive instincts, and he knows better than most how critical sponsors are to keeping a team competitive in the modern era.
Speaking about the Robinhood partnership, Hamlin emphasized how deals like this underscore the evolving landscape of NASCAR. “They got a big deal with Memphis on the NBA side,” he said. “Robinhood does, so they’re just kind of now exploring the NASCAR space.”
This kind of crossover — from basketball to motorsports — isn’t accidental. It’s a strategic extension of marketing value, and 23XI Racing is proving itself to be one of the most sponsor-friendly and forward-thinking teams on the circuit.
A Cultural Shift: NASCAR’s Appeal to New Audiences
The entrance of brands like Robinhood, combined with Michael Jordan’s cultural capital, has helped NASCAR appeal to a broader and more diverse fan base.
23XI Racing is at the forefront of this shift, attracting fans who may not have grown up watching races on Sundays but are now engaged thanks to drivers like Wallace and entrepreneurs like Jordan.
This evolution is a win-win for NASCAR. It keeps the sport relevant in an age where competition for audience attention is fierce, and it attracts new revenue streams that can be reinvested into teams, technology, and talent development.
The Wallace Effect: Representation and Marketability
- Bubba Wallace has been a lightning rod for change within NASCAR. As the only Black driver currently competing full-time in the Cup Series, his presence alone brings a new dimension to the sport.
- But Wallace isn’t just symbolic — he’s competitive, marketable, and deeply aligned with the values of many progressive brands.
- Having a driver like Wallace backed by a company like Robinhood creates synergy. Both are disruptors in their fields.
- Both appeal to younger, more socially conscious demographics. And both benefit from the platform provided by 23XI Racing and its influential ownership.
- With each passing season, 23XI Racing becomes more than just a team — it’s becoming a brand unto itself.
- The combination of Michael Jordan’s legacy, Denny Hamlin’s racing acumen, and a progressive sponsorship model is reshaping what a NASCAR team can be.
- As more sponsors look for ways to reach sports fans across different markets, the hybrid appeal of 23XI Racing becomes even more valuable.
- Whether it’s fintech companies like Robinhood, or lifestyle and tech brands looking to align with a younger demographic, 23XI is becoming the go-to team for crossover appeal.
Michael Jordan’s Transition from NBA to NASCAR
Michael Jordan is widely considered the greatest basketball player of all time, with a career that transcended the sport and influenced generations.
Post-retirement, he extended his empire by acquiring ownership of the NBA’s Charlotte Hornets and expanding his business ventures, which include collaborations with Nike, Hanes, and Gatorade.
In September 2020, Jordan made headlines again — not for a slam dunk, but for partnering with NASCAR driver Denny Hamlin to form 23XI Racing (pronounced “twenty-three eleven”), named after Jordan’s iconic No. 23 jersey and Hamlin’s No. 11 car.
The move signaled Jordan’s deep interest in elevating NASCAR while making the sport more inclusive.
A Shared Vision for 23XI Racing
From the start, Michael Jordan and Bubba Wallace were aligned on a common mission: to win races and promote diversity in NASCAR.
Wallace, already a high-profile driver because of his social activism and strong performances, was the perfect driver to represent the new team.
For Jordan, choosing Wallace wasn’t just about talent — it was about breaking barriers and challenging the status quo.
“He’s tough, he’s driven, and he doesn’t back down,” Jordan said of Wallace in an interview shortly after 23XI was formed. “That’s exactly what I want in a driver.”
A Frequent and Meaningful Dialogue
Contrary to what some might expect from a billionaire owner, Jordan is not a distant figure in the daily operations at 23XI. According to Bubba Wallace, the NBA legend is highly involved — especially during race weeks.
“We talk multiple times throughout the week,” Wallace revealed in a recent interview. “Definitely, there’s a text before and definitely after a race. He’s watching. Good or bad, win, lose, or draw, he’s always watching.”
These regular check-ins reflect Jordan’s commitment not just as a businessman, but as a competitive force invested in results.
It also gives Wallace a sense of confidence and support from the top down — a rare luxury in the high-stakes world of professional racing.
Michael Jordan’s Presence at Airspeed
More Than Just a Name
23XI Racing recently opened its state-of-the-art facility named Airspeed, representing a new era of engineering and design innovation in NASCAR.
Jordan has been seen visiting the shop regularly, adding fuel to the team’s motivation.
“I think everybody at Airspeed knows that MJ is invested mentally,” Wallace said. “When he walks into the building, everyone straightens up. There’s a different energy in the room when he’s around.”
Jordan’s visits are not just ceremonial. He asks questions, studies data, and offers feedback — sometimes even challenging the team to improve in the smallest areas.
His legendary drive to be the best seeps into the atmosphere, creating a culture of relentless pursuit.
Bubba Wallace’s Growth Under Jordan’s Leadership
Bubba Wallace is now in his eighth full-time season in the NASCAR Cup Series and has shown consistent growth, both as a driver and as a team leader. Since joining 23XI Racing, his skills behind the wheel and his confidence have reached new heights.
In 2021, Wallace secured his first Cup Series victory at Talladega Superspeedway, becoming only the second Black driver to win at NASCAR’s top level.
That win was historic not just for Wallace but for 23XI Racing — marking their first team victory and establishing their legitimacy in the sport.
Wallace attributes part of that growth to Jordan’s leadership. “There’s a different level of accountability when MJ is watching your every move. You want to win for yourself, but also for the guy who trusted you with his brand,” Wallace explained.
Michael Jordan: Free Clinic
Michael Jordan has inaugurated his fourth free health clinic for uninsured families in his hometown, extending critical primary care services in the location.
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Cultural Impact: More Than Just Racing
The Wallace-Jordan partnership is having an impact beyond the racetrack.
Together, they’ve brought new fans into NASCAR, including younger and more diverse audiences. 23XI Racing has helped redefine what a modern NASCAR team can look like — stylish, bold, and deeply connected to pop culture.
Jordan’s brand power and Wallace’s authenticity make them a unique duo in a sport that’s evolving rapidly.
Whether it’s through social media campaigns, community outreach, or bold sponsor collaborations, 23XI Racing has become one of the most visible teams in NASCAR.
Inside the 23XI Family: Trust and Communication
While Wallace is the most high-profile driver, the success of 23XI relies on strong team chemistry.
Denny Hamlin, co-owner and an active Cup Series driver himself, plays a vital role in bridging the gap between ownership and drivers.
Jordan, Wallace, and Hamlin are in constant communication. That trust and transparency are essential, especially in a sport where fractions of a second can determine the outcome of a race.
“We’re all honest with each other,” Wallace said. “We celebrate wins, and we dissect the losses. There’s no sugarcoating, and that’s the way it should be.”
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