Bubba Wallace and 23XI Racing have landed a major new sponsorship deal — one that brings a familiar name back into the NASCAR spotlight.
The team announced that The Coca-Cola Company will join 23XI Racing as the exclusive beverage partner for Wallace and the No. 23 team, marking a significant reunion between the driver and one of the sport’s most recognizable brands. The partnership will debut on Wallace’s Toyota Camry XSE at Kansas Speedway and continue through the NASCAR Cup Series season.
For Wallace, the deal represents more than just another sponsor. It’s a return to the Coca-Cola Racing Family, where he previously spent time earlier in his career.
“I couldn’t be happier to be back in the Coca-Cola Racing Family,” Wallace said in a team release. “I enjoyed the work we did together in the past and look forward to again connecting with race fans as part of this program. I’m known to have an ice-cold Coca-Cola after the race, so this is the perfect partnership.”
A Major Win for 23XI Racing
The addition of Coca-Cola is a meaningful signal for 23XI Racing, the team co-owned by Denny Hamlin and Michael Jordan. Still a relatively young organization in the Cup Series garage, 23XI continues to build credibility both on and off the track — and landing a blue-chip partner like Coca-Cola reinforces that upward trajectory.
The partnership builds on an existing relationship between NASCAR and Coca-Cola Consolidated, but elevates the brand’s presence directly within one of the sport’s most visible teams. Wallace’s No. 23 car will carry Coca-Cola branding at select races, including the upcoming event at Kansas.
From a business standpoint, it’s the type of deal that reflects both Wallace’s marketability and the growing strength of the 23XI Racing brand.
Coca-Cola’s Deep NASCAR Roots Add Weight
Coca-Cola is no stranger to NASCAR. The company has maintained a long-standing presence in the sport, including its entitlement sponsorship of the Coca-Cola 600 — one of the crown jewel races on the Cup Series calendar.
The brand also operates the Coca-Cola Racing Family, a group of drivers and personalities tied together through marketing and fan engagement initiatives. Wallace’s return to that group adds another recognizable name to the lineup while reconnecting him with a partner he’s worked with before.
“NASCAR has long been part of Coca-Cola’s story,” Don Roose, VP of Sports & Entertainment Marketing at Coca-Cola North America, said in a statement. “Welcoming Bubba Wallace back to the Coca-Cola Racing Family through our partnership with 23XI Racing is a natural extension of that legacy.”
The deal also aligns with Coca-Cola’s broader milestone, as the company celebrates its 140th anniversary — giving the partnership an added layer of timing and visibility.
23XI Racing’s Strong Start Adds Context to Deal
The timing of the partnership also comes as 23XI Racing is in the middle of one of its strongest starts as an organization.
Through the first 10 races of the NASCAR Cup Series season, Tyler Reddick has emerged as one of the sport’s most dominant drivers. The No. 45 driver leads the standings with five wins, six top-five finishes, and seven top-10s, firmly establishing himself as an early championship favorite.
Wallace, meanwhile, has quietly put together a solid start of his own. The No. 23 driver currently sits 12th in the standings with five top-10 finishes and 71 stage points, keeping him well within striking distance as the season progresses.
That combination — a race-winning teammate and a competitive second car — underscores the momentum behind 23XI Racing, making it an increasingly attractive landing spot for major brands.
When Fans Will See It on Track
Fans will see the new partnership on track at Watkins Glen International, where Coca-Cola will debut a co-branded paint scheme with Hardee’s on Wallace’s No. 23 Toyota Camry XSE for the NASCAR Cup Series race on May 10.
The debut coincides with a high-profile stretch of the Cup Series schedule, giving both Wallace and 23XI Racing a major platform to showcase the partnership early.
For Wallace, who has continued to grow both as a driver and a figure within the sport, the deal represents another step forward — and a reunion that feels as much about momentum as it does familiarity.
Bubba Wallace, 23XI Racing Land Major New Sponsorship Deal