HUNTERSVILLE, N.C. — The Coca-Cola Company has joined 23XI as the exclusive beverage pPartner of Bubba Wallace and the No. 23 team.
The partnership builds on a relationship that began last year with Coca-Cola Consolidated that included branding on Wallace’s No. 23 Toyota Camry XSE and engagement opportunities on and off the track.
The partnership pairs one of NASCAR’s newest teams with one of the most recognizable and longest tenured brands in NASCAR.
Coca-Cola has a long history in motorsports, including over 40 years of title sponsorship of the Coca-Cola 600, one of NASCAR’s most prestigious races. Coca-Cola’s storied partnership in NASCAR also includes the Coca-Cola Racing Family, which launched in 1998. Wallace will return to the Coca-Cola Racing Family of drivers after being a member from 2018 through 2020.
To kick off the expanded collaboration, Coca-Cola will debut a co-branded paint scheme with Hardee’s on Wallace’s No. 23 Toyota Camry XSE for the upcoming NASCAR Cup Series race at Watkins Glen International on May 10.
The car will premiere as The Coca-Cola Company celebrates its 140th anniversary. The iconic beverage brand will also be featured on Wallace’s firesuits throughout the season, as well as on the No. 23 team’s uniforms and equipment.
For Wallace – who has had a strong start to the season – the partnership is a full-circle moment.
“I couldn’t be happier to be back in the Coca-Cola Racing Family,” said Wallace. “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. Now, it’s going to be even better to share a Coke with the 23 team here at 23XI.”
“NASCAR has long been part of Coca‑Cola’s story, and welcoming Bubba Wallace back to the Coca‑Cola Racing Family through our partnership with 23XI Racing is a natural extension of that legacy,” said Don Rouse, VP of Sports & Entertainment Marketing, Coca-Cola North America. “Together, we’re connecting with fans through a program built on authenticity, shared values, and a genuine love for the sport.”
