Bubba Wallace has secured a significant new sponsorship with Coca-Cola Consolidated just days before the Coca-Cola 600 at Charlotte Motor Speedway. This partnership positions Coca-Cola Consolidated as the official soft drink partner of Wallace and the No. 23 23XI Racing team, enhancing both on-track branding and off-track fan engagement.
Details of the Partnership Reveal
Three days prior to the NASCAR Cup Series race on Sunday, 23XI Racing announced its alliance with Coca-Cola Consolidated, the largest Coca-Cola bottler in the United States, which is headquartered in Charlotte. The deal will feature prominent branding on Wallace’s Toyota and provide opportunities to connect with fans and college students through special programs and events.
“Big news! We’re proud to welcome [Coca-Cola Consolidated] to the 23XI Racing family,” 23XI Racing announced on social media. “Whether it’s cooling down after a race or celebrating in Victory Lane, Coke is Bubba’s go-to. Here’s to more iconic moments on and off the track.”
—23XI Racing
“We’re so excited to partner with 23XIRacing!” Coca-Cola Consolidated responded. “Cheers to making even more memories together!
—Coca-Cola Consolidated
According to 23XI Racing, the sponsorship will not only display Coca-Cola Consolidated’s branding during races, but also include behind-the-scenes access for college students interested in the racing industry. This offers a unique educational experience and strengthens the team’s community involvement.
Team Leadership Comments on New Sponsorship
“We’re excited to welcome Coca-Cola Consolidated to the 23XI family,” said 23XI 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, 23XI Team President
This collaboration emphasizes community connection, extending beyond the racing circuit into educational and fan engagement initiatives.
Bubba Wallace’s Performance and Upcoming Coca-Cola 600
Bubba Wallace aims to cap off this partnership announcement with a strong showing in Sunday’s Coca-Cola 600, set to begin at 6 p.m. on Amazon Prime Video. Following two consecutive third-place finishes in March, Wallace has struggled to maintain top-tier results recently, including 33rd-place finishes at Texas and Kansas.
However, he rebounded to finish eighth in the recent All-Star Race. Currently sitting 10th in Cup Series points with 310, Wallace is pursuing his first win since 2022 and hopes to secure his second career playoff appearance. Despite his strong points position, two drivers behind him, Austin Cindric and Josh Berry, have already clinched postseason positions by winning races during the 2025 season.
Significance of the Partnership for Wallace and 23XI Racing
This Coca-Cola Consolidated sponsorship represents a crucial development for Bubba Wallace and 23XI Racing as they head into one of the most prestigious events on the NASCAR calendar. The partnership not only enhances Wallace’s visibility on and off the track but also deepens ties to the Charlotte community and its large college demographic. The engagement initiatives tied to this deal could help grow Wallace’s fanbase and create lasting connections through educational programs and exclusive race-day experiences.
As Wallace prepares for the Coca-Cola 600, the collaboration stands as a hopeful boost, combining a local powerhouse brand with the Team 23XI driver’s ambitions. Success at Charlotte could reinforce the value of this partnership and set the tone for continued growth in the 2025 season and beyond.
