Michael Jordan’s venture into NASCAR has been a significant development in the world of motorsports. His involvement began in 2020 when he partnered with veteran NASCAR driver Denny Hamlin to form a new NASCAR Cup Series team, 23XI Racing. The team’s name, pronounced “twenty-three eleven,” is a nod to Jordan’s iconic No. 23 jersey from his NBA career and Hamlin’s No. 11 car, symbolizing a fusion of their respective legacies in sports.
Jordan’s entry into NASCAR was motivated by several factors. He has been a longtime fan of the sport, having attended races since his youth in North Carolina, where NASCAR has deep roots. Beyond personal passion, Jordan saw the opportunity to drive diversity and inclusion in a sport that had long been dominated by white drivers and teams. He was vocal about his desire to promote more representation in NASCAR, particularly by supporting Black drivers and creating a pathway for minority athletes in motorsports.
The formation of 23XI Racing also coincided with a broader moment of reckoning within American sports and society regarding racial injustice. Jordan, who had historically been more reserved on political and social issues, became more outspoken in the wake of events like the George Floyd protests and NASCAR’s decision to ban the Confederate flag from its events. His investment in the sport came with a clear message: he wanted to be part of the change, not just within NASCAR but also in the broader cultural conversation about race and equality in the U.S.
One of the team’s most notable moves was the signing of Bubba Wallace as their first driver. Wallace, the only full-time Black driver in NASCAR’s top series at the time, had become a prominent figure in 2020 for his activism within the sport, including his advocacy for the Confederate flag ban and his outspoken stance on social justice. By bringing Wallace aboard, Jordan and Hamlin signaled their commitment to not only competing at the highest level but also challenging the status quo in NASCAR.
In its first season, 23XI Racing faced the challenges typical of a new team, but there were significant highlights, including Wallace securing his first Cup Series victory in 2021 at Talladega Superspeedway. This win was historic, marking Wallace as the first Black driver to win a NASCAR Cup Series race since Wendell Scott in 1963.
Jordan’s involvement has brought new attention to NASCAR, both from mainstream sports fans and those interested in his mission to increase diversity in motorsports. His investment in the sport continues to shape its future, blending competitive success with a social mission that reflects the changing face of American sports.