In 2020, Michael Jordan made a monumental move that would shape his legacy in an entirely new sport. The six-time NBA champion, long associated with basketball greatness, stepped into the world of NASCAR. His excitement was palpable as he bought into the sport, co-owning 23XI Racing with NASCAR driver Denny Hamlin. For Jordan, it was more than a business decision. “This is a dream come true for me,” he said in a statement, expressing his deep connection to the sport.
Notably, Jordan’s passion for racing began in his youth when his father introduced him to motorsports and NASCAR legends inspired him. He admired NASCAR for years, but his friendship with Denny Hamlin turned that admiration into action. Together, they built 23XI Racing, a team poised to make a major impact on the NASCAR Cup Series. But his journey to join NASCAR as a team owner started way back in 1997 with an April Fool’s Hoax.
How does Michael Jordan manifest his NASCAR future?
On April 1, 1997, an article was published listing some jokes about Michael Jordan. It also mocked the idea of Jordan entering NASCAR. It claimed that Jordan, after leaving basketball behind, would start a racing team. The report included absurd details like McDonald’s being one of the team’s main sponsors—a detail that, unbeknownst to anyone, would eventually become true. At that time, it didn’t seem like much more than an elaborate joke.
Despite Jordan’s representative denying any interest in racing, the seed had been planted. In 2011, Jordan’s connection to NASCAR deepened when Denny Hamlin became the first racing athlete sponsored by Jordan’s iconic brand. This marked the beginning of a unique partnership between the two. For years, those close to Jordan knew about his interest in motorsports, but they always saw the April Fools’ hoax as a humorous part of that history.
It wasn’t until Hamlin decided to text Jordan in 2018 about a potential opportunity in NASCAR ownership that the joke began to take on a life of its own. The text read, “Haha, obviously fake news, not real, but if you want to make it real news let me know?” Jordan’s response, though playful, marked the turning point. From there, a partnership was born, and in 2020, Jordan became the co-owner of 23XI Racing, cementing his place in NASCAR.
April Fools 1997: A far-fetched news story says Michael Jordan will co-own a NASCAR team with sponsorship from McDonald’s and Nike. pic.twitter.com/yWXIV3L05z
— nascarman (@nascarman_rr) April 1, 2025
After gaining support from Toyota and Joe Gibbs Racing, Jordan took the plunge, and 23XI Racing was established. The team has not won a Drivers’ Championship yet, but they have secured eight total victories, along with a championship race appearance. Bubba Wallace claimed two of those wins. His first victory at Talladega in October 2021 was special as it marked the team’s first-ever win. Wallace’s strong performances continue to push the team forward.
However, Jordan isn’t the only one in 23XI who accomplished his dream. 23XI Racing’s co-owner and three-time Daytona 500 champion Denny Hamlin’s path to NASCAR greatness also had an unexpected origin story, one that mirrored Jordan’s. Hamlin, a talented driver with a legendary career, had long been driven by a dream of winning the Daytona 500. His passion for racing began early, even at the age of seven, when he wrote a letter detailing his hopes to win the race.
“My wish is to win the Daytona 500. If I won the Daytona 500, I would like it to come true on February 17, 1998. My car would be red, white, blue, and gold. Just like Bill Elliott’s car. If I do win the Daytona 500, I could win 1,000,000 dollars. My crew chief would be Gary Barden, and my tire changer would be Ernie Elliott. The reason for all of this is because I love racing,” Hamlin wrote when he was seven in 1987. Three decades later, Hamlin achieved his childhood dream by winning the Daytona 500 in 2016, further cementing his place in NASCAR history. He added two more wins to his crown.
On the business side of things, the team is doing pretty well in roping in new partners and sponsors. Despite 23XI Racing be embroiled in the legal tussle with NASCAR, brands are still putting their faith on the exposure Jordan and Hamlin’s team provide through their race team.
23XI Racing continues to grow amid legal battles!
Amid the ongoing legal battle, 23XI Racing has also continued to expand its reach with new sponsorships. Robinhood, a financial services company, has joined as a sponsor. The partnership starts with the Goodyear 400 at Darlington Raceway on April 6, 2025. Robinhood’s branding will appear on the No. 23 and No. 67 Toyota Camry cars driven by Bubba Wallace and Corey Heim.
This partnership is not just about branding; it reflects the innovative spirit shared between Robinhood and 23XI Racing. Robinhood revolutionizes investing, while 23XI Racing transforms NASCAR with data-driven strategies. The sponsorship deal includes the placement of Robinhood’s logo on the team’s uniforms, equipment, and cars.
Michael Jordan’s 23XI Racing takes a big step forward with this partnership. The team continues to grow and gain visibility despite its legal dispute with NASCAR. The sponsorship proves the team’s strong brand and future potential. Given Bubba’s blistering start to the 2025 campaign, the 23XI Racing team might just open their account this weekend at Darlington Raceway.
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