“If they want to market someone who is white and blond, that’s their choice.” Serena Williams said these words back in 2015 when her contemporary Maria Sharapova was set to earn more endorsements. Despite Williams having earned 21 of 23 Grand Slam titles already, she found herself at a disadvantage mainly due to a less ‘marketable’ situation. Does that sound similar to a driver in NASCAR? Yes, you guessed it right – it is Bubba Wallace.
Ever since he joined the Cup Series in 2018, Bubba Wallace has fought two battles. One is carving out a successful racing career and the other is grappling with a predominantly white sport. Wallace’s outspoken nature has affected his own ‘marketable’ presence – but now, he can smile at those struggles.
Bubba Wallace reveals the sport’s facade
Well, NASCAR might seem confined to the high-octane events of its racetracks. Speeding up to 200 MPH while maneuvering tricky turns and avoiding close-quarter clashes constitute the drivers’ main challenge. But that is hardly their only job – they work day in and day out to maintain a solid media presence. For Bubba Wallace, that has been an ordeal. He received backlash from traditional and diehard fans when he fought against Confederate flags in 2020. Then, his outspoken words about mental health – perceived as too demeaning for rough-and-tough drivers – have also not fit the bill. These actions make Wallace stand out among his peers – something that Serena Williams can very well relate to.
In a recent episode of The Breakfast Club, Bubba Wallace relates Serena Williams’ struggle with sponsorships due to her racial background. He confessed that certain NASCAR entities get more leverage just because of their natural standing. “You know, we look at the sport and the personalities that you have inside of our sport. There’s a select few. I feel like I’m near the top of the list just being personable and likable despite all the BS that goes on. I’m going to tell you how I feel – I feel like a lot of us inside of our sport are very straight-edged cookie-cutter. That’s okay. You don’t want to show your true colors or your true cards; you keep that in your personal life, and that’s fine.” We all remember DoorDash, don’t we?
NORTH WILKESBORO, NC – MAY 21: Kyle Larson 5 Hendrick Motorsports HendrickCars.com Chevrolet leads Bubba Wallace 23 23XI Racing Columbia Sportswear Company Toyota and Daniel Suarez 99 Trackhouse Racing Trackhouse Motorplex Chevrolet in turn 1 during the running of the NASCAR, Motorsport, USA Cup Series All-Star Race on May 21, 2023 at North Wilkesboro Speedway in North Wilkesboro, NC. Photo by Jeff Robinson/Icon Sportswire AUTO: MAY 21
Back in 2020, Bubba Wallace had DoorDash and Leidos behind his back. However, DoorDash ended its partnership in March 2024. Wallace emphasized that he always tried to be at his best to retain sponsors: “I’ve always tried to be super relatable to everybody I meet and make a lasting impression to eventually have the investments come in, the funding come in. It seemed like nothing we ever did would work. And for whatever reason that is, it was what it was, and it never stopped me from pursuing what I wanted to do and fighting hard.”
Having clinched back-to-back podium finishes now, he can have the last laugh. “Now I look at the people that said, ‘No, we’re good,’ and just laugh ’cause we’re in a good spot now.” Bubba Wallace may have undergone a lot of stress and struggle earlier. But what matters is how he is faring now – with a new sponsor at hand.
The new savior Robinhood is here
Well, after Michael Jordan and Denny Hamlin launched the NASCAR lawsuit last year, the fate of 23XI Racing seemed uncertain. Both Bubba Wallace and Tyler Reddick were admittedly afraid of their 2025 season. However, with a federal ruling securing their charters for 2025, they can focus on racing. What is more, Wallace is faring splendidly. He finished in third place both in Homestead-Miami and Martinsville with a remarkable team effort. This solid boost in performance shot Wallace up to 9th in the championship standings and also landed him a brand-new sponsor. Robinhood, a financial services platform, will be featured on the No. 23 Toyota starting with Kansas Speedway on May 11th.
23XI Racing president Steve Lauletta bade the ‘savior’ brand a warm welcome. “We’re excited to welcome Robinhood to 23XI and look forward to introducing another new brand to NASCAR. As Robinhood continues to expand their presence in sports, we’re proud to partner with them.” Bubba Wallace also added his own fuzzy words to this welcome. “Our team continues to do a great job of partnering with exciting brands that share our values and believe in us. Robinhood’s dedication to market accessibility and financial literacy is important for so many people.” Earlier, Robinhood partnered with NBA teams such as the Washington Wizards, Memphis Grizzlies, and Miami Heat.
Evidently, Bubba Wallace’s 2025 NASCAR Cup Series season is going pretty well so far. Let us see what further success he brings at the racetrack.
The post “You Don’t Want to Show Your True Colors”- Bubba Wallace Gets Candid on Sponsorship Struggles Eerily Mimicking Serena William’s Narrative appeared first on EssentiallySports.
