Denny Hamlin NASCAR team expansion takes a bold turn as 23XI Racing, co-owned by Hamlin and Michael Jordan, announces it will field a fourth car at Richmond, marking a significant shift from its usual two-car strategy. This new entry, the No. 50 Toyota, will be driven by Corey Heim, a standout talent from the Truck Series, giving him a critical opportunity to prove himself in the NASCAR Cup Series spotlight.
Heim, just 23 years old, is currently the points leader in the Truck Series after winning three races in 2024 and impressing in Toyota’s driver development program. Although he made his Cup debut earlier this year at Dover in the No. 43 car, his upcoming Richmond race under 23XI Racing’s banner holds special significance amid ongoing legal battles for charter recognition within the team.
Corey Heim’s Richmond Appearance: A Chance for Redemption and Growth
Corey Heim’s association with 23XI Racing started gaining traction in late 2023 when he began testing with the team and supporting their Cup program through simulator work. Earlier in 2025, Heim substituted for Erik Jones at Dover, delivering a strong performance despite limited preparation. Still, his rapid rise has faced challenges, most notably during the Chicago Cup event where Heim failed to qualify after damaging his vehicle in a key lap.
His No. 67 car, sponsored by Robinhood and affiliated with Sam Hunt Racing, also experienced a setback when a top-five finish in the Xfinity Series was annulled due to a disqualification. The Richmond start represents a valuable second chance for Heim under the mentorship of Denny Hamlin and the 23XI Racing team. Alongside drivers Tyler Reddick, Bubba Wallace, and Riley Herbst, Heim’s inclusion marks an uncommon four-driver roster that has generated widespread attention across NASCAR.
This race is not merely a temporary fill-in for Heim; it is a pivotal audition that could determine his long-term role in NASCAR’s premier division and possibly secure him a permanent seat within 23XI Racing.
Fan Perspectives on Heim’s Unique Opportunity with 23XI Racing
The decision to run four cars, including an open entry like Heim’s No. 50, is largely viewed by fans as unconventional in today’s NASCAR environment, where financial and logistical constraints often deter such expansions. One fan noted,
“This probably will be the first time a team has four open cars in a race,”
underscoring the rarity of the move within the sport’s current framework.
Heim’s recent performances have earned him the nickname “Prime Time Heim” among supporters, reflecting his ability to rise under pressure, especially noticeable during his 2023 Truck Series emergence. A fan remarked,
“About Heim he got another start,”
highlighting the belief that Heim’s composure warrants continued chances at higher competition levels.
However, past incidents such as his disqualification after a strong Xfinity showing at the Chicago Street Race continue to fuel debate. A fan offered speculation on Heim’s future, saying,
“Make‑up race for the DNQ at Chicago? I really wonder where Heim will land next year. Could see him at SHR or 23XI in Xfinity or back in the Tricon 11 truck. Or the crazier possibility is the rumor that Spire is trying to sign him for the 7 cup car.”
His ongoing part-time involvement with Sam Hunt Racing, which maintains close ties to Toyota and 23XI Racing, adds layers to the complex prospects of his career trajectory.
Meanwhile, Riley Herbst’s recent confirmation as 23XI’s third full-time Cup driver in 2025 has sparked fan speculation about roster changes if Heim’s Richmond performance impresses. As one fan put it,
“Got to somehow wiggle Herbst out of his seat and get Heim into it.”
Heim’s youth and potential contrast with Herbst’s consistent but less standout performances, creating conversations about possible shifts in the team’s driver lineup.
Using the No. 67 Car as a Platform for Emerging Drivers
The No. 67 car, formerly used by drivers like Kamui Kobayashi and Travis Pastrana during one-off races, resembles Trackhouse Racing’s Project 91 model, where teams give emerging talents opportunities in marquee events. Fans expressed nostalgia and optimism for similar development programs under 23XI Racing. One fan stated,
“Glad for Heim. I do miss how they used the 67 last year as an all star car too. I was hoping we’d see more Project 91 after Daytona too.”
Though not officially branded as a development program, 23XI’s approach with Heim indicates a strategy of launching careers through one-off starts. This system can provide the exposure and experience young drivers need to secure full-time rides at the Cup level.
Implications of Heim’s Richmond Run for NASCAR’s Evolving Landscape
Corey Heim’s return to Richmond with 23XI Racing highlights the team’s willingness to invest in young talent despite ongoing negotiations over their charter status. This move may signal a deeper commitment to Toyota’s driver development pipeline, with Heim at the forefront of the next generation of NASCAR competitors.
As the No. 50 car must qualify on speed without a guaranteed charter, the pressure on Heim is substantial, making this appearance a defining moment in his Cup Series journey. Fans and analysts alike watch closely to see whether this opportunity marks the beginning of a permanent ascent for Heim or simply a high-profile test in a fiercely competitive environment.
For 23XI Racing, expanding to four cars amid tight cost caps and a competitive field reflects a strategic gamble with potential long-term rewards. Success at Richmond could influence future decisions on driver roles and solidify Heim’s place among the sport’s emerging stars.
