The Coca-Cola Company has officially partnered with 23XI Racing, making it the Exclusive Beverage Partner for Bubba Wallace and the No. 23 team. This partnership builds on a previous collaboration with Coca-Cola Consolidated that began last year. Wallace, who previously raced under the Coca-Cola Racing Family from 2018 to 2020, will unveil a co-branded paint scheme with Hardee’s for the upcoming race at Watkins Glen International. Coca-Cola's involvement in NASCAR spans over 40 years as a title sponsor, making this an established relationship in the sport. The renewed collaboration will kick off with promotions showcasing Coca-Cola's commitment to fan engagement and motorsport heritage.

By the Numbers
  • Coca-Cola has over 40 years of title sponsorship experience in NASCAR.
  • Bubba Wallace returns to the Coca-Cola Racing Family after two years, having been a member from 2018-2020.
State of Play
  • Coca-Cola's branding will feature prominently on Wallace's car and team uniforms throughout the season.
  • Wallace has had a strong start to the 2026 season, enhancing the excitement around this partnership.
What's Next

Looking ahead, the partnership aims to enhance Coca-Cola's presence in NASCAR through innovative fan engagement strategies. Wallace's upcoming performances will be crucial in promoting this collaboration, especially as he competes in prestigious races. Coca-Cola may plan more promotional events tied to the racing calendar to capitalize on fan interest.

Bottom Line

This partnership represents a significant fusion of sports marketing and consumer engagement, revitalizing Coca-Cola's legacy in NASCAR while supporting Bubba Wallace's continued rise in the sport. Expect increased promotion and community events as both entities seek to strengthen their connection to fans.