Michael Jordan, known globally for his unparalleled success on the basketball court, has made waves in yet another sport—NASCAR. His entry into the stock car racing world wasn’t just a business move, it was personal, and now, it seems NASCAR could be forever changed because of it.
In 2020, Jordan teamed up with NASCAR driver Denny Hamlin to launch 23XI Racing, a team that immediately became the center of attention. The team was named after Jordan’s iconic jersey number, 23, combined with Hamlin’s number, 11. What started as an ambitious project to create more diversity in the sport quickly became a potential game-changer for NASCAR’s future.
For Jordan, this move was about more than just winning races—it was about leaving a lasting impact. As one of the most prominent Black figures in sports history, Jordan recognized NASCAR’s struggles with diversity. Historically, the sport has had a limited number of minority drivers, and its fan base has often been seen as lacking in diversity as well. Jordan’s involvement was a statement, a challenge to the status quo, and an effort to open the door for broader representation.
With Bubba Wallace as their flagship driver, 23XI Racing has already made its mark. Wallace’s win at Talladega in 2021 was historic, becoming the first Black driver to win a Cup Series race since Wendell Scott in 1963. The victory wasn’t just a success for Wallace and 23XI, but a defining moment for NASCAR, signaling a shift toward inclusivity in a sport that has long faced criticism for its lack of diversity.
Jordan’s competitive spirit, honed in the NBA, has translated into his approach with 23XI Racing. He’s not just a figurehead owner—he’s involved, determined to win, and keen on shaping the future of NASCAR. His presence has attracted new fans, sponsors, and media attention to the sport, expanding its reach beyond its traditional audience.
NASCAR, a sport deeply rooted in its Southern heritage, could look very different in the coming years, and much of that will be thanks to Jordan’s influence. By making it personal, Jordan has not only embraced NASCAR but also paved the way for a more inclusive and exciting future for the sport. His involvement has changed the narrative around racing, and it appears that NASCAR may never be the same again.
