23XI Racing President Explains Why Five Major Sponsors Chose to Link up with Bubba Wallace and the New Team

Published 12/15/2020, 12:58 PM EST
SPARTA, KENTUCKY – JULY 12: Bubba Wallace, driver of the #43 Victory Junction Chevrolet, races Denny Hamlin, driver of the #11 FedEx Freight Toyota, during the NASCAR Cup Series Quaker State 400 Presented by Walmart at Kentucky Speedway in Sparta, Kentucky. (Photo by Jared C. Tilton/Getty Images)


Earlier, the 23XI Racing team announced the recruitment of a number of major sponsors. DoorDash, McDonald’s, Columbia Sportswear, Dr. Pepper, and Root Insurance, all penned contracts with the fledgling NASCAR team.

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In light of the new deal, 23XI President Steve Lauletta spoke about the sponsors and why they signed up.

In conversation with Sirius XM Radio, he said, “It is a place for them [the companies] to not only market their brand to the core fan. But also be able to focus on issues that the country is dealing with, and has been, and continue to deal with. Like diversity and inclusion, and Bubba has been right in the middle of, in the beginning.”

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According to him, this is just as important to the sponsors, to send a message. This is important for them as wanting to see their brand on a front-running car. At the end of the day, there is a lot of potential for the sport and they want to build on the team founders’ hopes.

Can 23XI Racing triumph in 2021 or in the near future?

Admittedly, no one can really expect the team to fight for wins, right off the bat. Although Michael Jordan and Denny Hamlin have lofty goals for the coming season. They admitted that getting in the playoffs will be their primary target.

Additionally, a driver of Bubba Wallace‘s caliber has proven that he is capable of fighting for wins.

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FONTANA, CALIFORNIA – FEBRUARY 29: Bubba Wallace, driver of the #43 Victory Junction Chevrolet, stands by his car before qualifying for the NASCAR Cup Series Auto Club 400 at Auto Club Speedway on February 29, 2020 in Fontana, California. (Photo by Katelyn Mulcahy/Getty Images)

Furthermore, Wallace will also get the chance to learn from a senior driver like Hamlin. Hopefully, he can deliver the goods and prove to 23XI Racing that he is a good investment.

In 2021, Bubba Wallace will pilot the #23 Toyota and he will be keen to get right in the thick of the action. The big question is, can he go one better than his second place at the 2018 Daytona 500?

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Dhruv George

11629 articles

Dhruv George is a senior Formula One and NASCAR analyst for EssentiallySports, having authored nearly 12000 articles spanning different sports like F1, NASCAR, Tennis, NFL, and eSports. He graduated with a PG Diploma in Journalism from the Xavier Institute of Communications. Dhruv has also conducted interviews with F1 driver Pierre Gasly and Moto2 rider Tony Arbolino.

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