23XI Racing is in unfamiliar territory. Having withdrawn its preliminary injunction appeal, Michael Jordan’s team is all set to compete in the ‘open’ category for the 2025 season, a less-than-ideal situation amidst their ongoing lawsuit against NASCAR. They are not alone, as Front Row Motorsports finds itself in identical circumstances, with both teams being outcasts while the remaining 13 enjoy the monetary benefits of being a part of the sanctioning body’s charter system.

With no guaranteed spots in Cup Series races, the future is looking increasingly uncertain for ‘the rebellion’, who accused NASCAR of being “monopolistic bullies.” Given their circumstances, what are the potential measures 23XI Racing could take to remain sustainable during their 2025 campaign?

Michael Jordan’s marketability could be key

It’s not a situation Michael Jordan’s 23XI Racing or Bob Jenkins’ Front Row Motorsports thought they would find themselves in. The plaintiffs had hoped that anti-trust attorney Jeffrey Kessler would succeed in his preliminary injunction, allowing both teams to retain their charters while taking NASCAR to court for monopolistic practices. However, Judge Frank D. Whitney ruled against it, citing that it was merely speculation to suggest that irreparable harm would be caused if both teams competed in the open category for 2025. One week later, a court filing revealed that “circumstances have changed in the underlying case”, which prompted the appeal to be dropped.

With the likelihood of 23XI Racing being forced to run as an open team in 2025, NASCAR insider Brad Gillie said on GoPRNLive, “That comes with a big risk. I mean, you know the likelihood of them missing a race. Well, with the Daytona 500, could be a reality with as many cars that show up for that. I would say for the most part, throughout most of the season is pretty minimal but the risk you’re taking is you know going throughout all of this that you’re not going to get to recover the extra money that you’re going to have to spend.”

While Michael Jordan and Denny Hamlin have already reassured 23XI Racing’s employees that they won’t bear the repercussions, irrespective of the outcome in court, questions are being raised about how the team will be sustainable during the 2025 season. They will be earning considerably less after being excluded from the charter agreement, which means either the NBA Hall of Famer will have to incur losses amounting to millions, or the team will have to operate on the budget, which may result in individuals losing their jobs. Ultimately, there will need to be some compromise, which will impact everyone involved to an extent.

However, 23XI Racing has one unique ace up its sleeve, that sets it apart from most other teams. They could cash into Michael Jordan’s marketability, which will help generate extra revenue needed to remain sustainable during the 2025 season. By getting more sponsors and partnerships on board, the team could reduce its financial burden while continuing its battle against NASCAR in the court. While that’s easier said than done, desperate times call for desperate measures, and it’s up to the racing team’s hierarchy to find a solution to the circumstances they find themselves in.

Are Front Row Motorsports at a bigger risk?

23XI Racing can take solace in the fact that they aren’t alone in the ongoing dilemma. Bob Jenkins’ Front Row Motorsports is also in the same boat, having refused to sign NASCAR’s charter proposal as well. Earlier this year, the racing team expanded its Cup Series operations to three full-time cars by purchasing a charter from Stewart-Haas Racing in the region of $20–25 million, and will also be forced to run as an ‘open team’ during the 2025 season as well.

However, unlike 23XI Racing, Front Row Motorsports doesn’t have the star power of Michael Jordan, whose marketability they can rely on to sustain themselves in 2025. The prospect of running as an open team in 2025 could potentially be more damaging to Bob Jenkins’ team, given their circumstances. On that note, Brad Gillie said on GoPRNLive, “It was a lot more risky a move for Front Row than it was for 23XI in my opinion because they’re not going to have the ability to fall back on a Michael Jordan-type personality that they’ll be able to market to bring money in from other avenues.”

With Front Row Motorsports having invested considerable financial resources into its Cup Series operations, the stakes are at an all-time high for the team. All hopes are resting on anti-trust attorney Jeffrey Kessler’s shoulders, with failure having disastrous consequences for the plaintiffs. Even though the payoff after a victory will change the landscape of NASCAR forever, the period of uncertainty for both 23XI and FRM is a difficult situation that both teams need to come to terms with soon. It’s nothing less than a David vs Goliath battle, with only one emerging victorious when the dust settles.