- Bubba Wallace and 23XI Racing land a major partnership with Coca-Cola.
- The deal follows McDonald’s exit from 23XI Racing ahead of the season.
- NASCAR and Coca-Cola are celebrating America’s 250th anniversary.
Bubba Wallace and 23XI Racing entered the 2026 season with a shake-up in sponsorship, as they parted ways with McDonald’s, a partner valued at $220 billion, which stepped away ahead of the season in January 2026. The exit marked a big shift, but the gap did not remain for long. Hardee’s returned to stock car racing in 2026, stepping in as NASCAR’s Official Quick Service Restaurant under a multiyear agreement.
The brand has since taken on a role as a primary sponsor for Wallace and the No. 23 Toyota at 23XI Racing, beginning in March at Martinsville Speedway. Now, the team has added another sponsor’s name to its roster, reuniting with Coca-Cola, a company valued at $338.12 billion. And it has come on the occasion of America’s 250th anniversary, which NASCAR and Coca-Cola are celebrating together.
The soft drink brand will sponsor Bubba Wallace and No. 23 team at Watkins Glen
The partnership between 23XI Racing’s Bubba Wallace and Coca-Cola dates back to last year through Coca-Cola Consolidated. That agreement included branding on Wallace’s No. 23 Toyota Camry XSE along with fan engagement on and off the track.
Coca-Cola’s footprint in motorsports runs deep, including more than 40 years as title sponsor of the Coca-Cola 600, a race that stands as one of NASCAR’s crown jewels. Its ties to the sport also include the Coca-Cola Racing Family, launched in 1998. Wallace returns to that side after being part of the program from 2018 through 2020.
The expanded collaboration will start with a co-branded paint scheme featuring Coca-Cola and Hardee’s on Wallace’s No. 23 Toyota Camry XSE for the NASCAR Cup Series race at Watkins Glen International on May 10. The paint scheme will mark The Coca-Cola Company’s 140th anniversary. The brand will also appear on Wallace’s fire suit through the season, along with placement on the No. 23 team’s uniforms and equipment.
Wallace welcomed the move, linking it to both past ties and present momentum.
Wallace said, “I couldn’t be happier to be back in the Coca-Cola Racing Family. 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.”
Dan Rouse of Coca-Cola North America also addressed the agreement.
“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.”
For Wallace, the deal brings him back to a place he knows. After 10 starts this season, Wallace sits 12th in the standings. He has recorded one top-five finish and five top-10 results so far and will look to build on that as the season moves toward the Chase for the Cup.
NASCAR and Coca-Cola celebrate America’s 250th anniversary by honoring military service
NASCAR and Coca-Cola are also expanding their efforts for the military community this May with the return of NASCAR Salutes Together with Coca-Cola. This year, the program also aligns with America’s 250th anniversary under the banner NASCAR Salutes 250 Together with Coca-Cola.
The initiative recognizes active duty service members, veterans, military families, and fallen heroes through a series of programs during Military Appreciation Month. It includes tributes during the 600 Miles of Remembrance at the Coca-Cola 600 at Charlotte Motor Speedway on May 24 and runs through Nashville Superspeedway on May 31.
As part of the program, NASCAR and Coca-Cola will introduce the NASCAR Heroes Pass, which is an effort driven by fans to honor service members.
From May 1 through May 31, fans can visit NASCAR’s Salutes platform to nominate an active duty service member or veteran from any branch of the United States Armed Forces. GOVX will verify each nomination to ensure the program’s integrity.
A total of 250 recipients will be selected. Each will receive a NASCAR Heroes Pass, which grants access to races in the form of two tickets to one participating track each year for 20 years.
The initiative aims to go beyond recognition by building a link between NASCAR and those who serve, while also inviting fans to take part and share stories through the month.
The program builds toward Memorial Day Weekend and the 600 Miles of Remembrance, where every NASCAR Cup Series driver takes the green flag with the name of a fallen service member displayed on their car.
