Coca-Cola partners with Bubba Wallace and 23XI Racing in a new sponsorship agreement, marking the beverage giant’s significant entry as the official soft drink sponsor for the No. 23 team. Announced today by 23XI Racing, this partnership sees Coca-Cola Consolidated deepen its involvement with NASCAR for the upcoming racing season.
Coca-Cola Consolidated Joins 23XI Racing as Official Sponsor
23XI Racing revealed that Coca-Cola Consolidated has become its latest official sponsor, bringing its well-known products and community presence to the No. 23 toyota/”>Toyota Camry XSE. Headquartered in Charlotte, North Carolina, Coca-Cola Consolidated operates as the largest Coca-Cola bottler in the United States and serves customers across 14 states and the District of Columbia.
Branding, Engagement, and Unique Fan Experiences
The new partnership arrangement ensures that Coca-Cola Consolidated’s branding will be prominently featured on Bubba Wallace’s car throughout the entire season. Beyond the race track, the collaboration includes interactive activities for fans and exclusive events at various universities in the Carolinas. Bubba Wallace, who drives for 23XI Racing, along with his pit crew, will participate in these events, offering younger sports fans and STEM students a behind-the-scenes look at NASCAR’s operations.
Students at participating universities will get a unique perspective on the world of motorsports through guided tours of Airspeed, 23XI’s state-of-the-art headquarters, and by engaging directly with student-athletes and members of the racing team on campus. These initiatives are intended to inspire college students, foster new fan connections, and highlight the importance of STEM within sports.
Leadership Perspectives on the New Alliance
“We’re excited to welcome Coca-Cola Consolidated to the 23XI family,”
said team president Steve Lauletta.
“For decades, Coca-Cola Consolidated has had a significant impact in the communities they serve, and we look forward to collaborating with them on meaningful programs that give college students a behind-the-scenes look at how our team operates. We also look forward to creating special moments for 23XI fans to meet Bubba at select races.”
—Steve Lauletta, Team President
“We’re honored to partner with 23XI Racing,”
said Heather Hucks, Vice President of Consumer Connections at Coca-Cola Consolidated.
“We appreciate the passion and enthusiasm of race fans and look forward to creating iconic memories.”
—Heather Hucks, Vice President of Consumer Connections, Coca-Cola Consolidated
Expanding Partnerships and Community Impact
Coca-Cola Consolidated’s involvement with 23XI Racing adds to its already broad support of professional sports, including relationships with the NFL, NBA, NHL, and other NASCAR teams. This expanded partnership reinforces the company’s commitment to connecting with fans and communities across a variety of major sporting events, reflecting its goal of building long-term relationships through sports and outreach programs.
As this collaboration gets underway, Bubba Wallace, college students, and racing fans alike can anticipate more events that combine exciting racing experiences with educational and community-focused opportunities, guided by the dynamic energy of 23XI Racing and the extensive reach of Coca-Cola Consolidated.
