Michael Jordan and Denny Hamlin’s 23XI Racing announced a new deal expanding their partnership with Upper Deck before the NASCAR race at COTA. Tyler Reddick and Bubba Wallace secured pole positions during qualifying. The collaboration aims to enhance fan engagement through collectibles and will showcase Upper Deck branding during upcoming races.
23XI Racing, co-owned by Michael Jordan and Denny Hamlin, has announced a significant new commercial agreement ahead of the NASCAR Cup Series race at Circuit of the Americas (COTA) this weekend. The team made headlines by securing pole positions during qualifying, with driver Tyler Reddick earning the top spot and teammate Bubba Wallace starting in second place.
In an official statement, 23XI Racing revealed the expansion of their partnership with Upper Deck, a global leader in sports collectibles, which began in 2024. This renewed deal will continue to feature Upper Deck’s branding on the No. 45 Toyota Camry, allowing them to showcase memorabilia and collectibles related to the team and drivers.
The partnership will debut with Corey Heim driving the No. 24 Toyota GR Supra in the NASCAR Xfinity Series race at COTA. Heim, as 23XI’s first development driver, will be making his inaugural COTA appearance. In addition, Upper Deck will be prominently displayed on Reddick’s car during the Atlanta Motor Speedway race later this summer.
Steve Lauletta, team president of 23XI, expressed enthusiasm for the expansion, emphasizing the importance of engaging with fans through collectibles. He noted the previous success of their collaboration, particularly when Reddick secured the regular-season championship while competing in the Upper Deck Toyota.
In summary, 23XI Racing’s new agreement with Upper Deck signifies a strengthened relationship designed to enhance fan interaction through memorabilia. The successful qualifying results at COTA, with both drivers in front-row positions, sets a promising tone for the upcoming race. The partnership aims to build on last season’s achievements and continue creating collectible moments for fans.
Original Source: www.gpfans.com
