Many passionate businessman and entrepreneurs have been attracted to the sport of NASCAR. However, running a NASCAR team isn’t the most lucrative business idea, especially in the modern era. With a dipping TV viewership and lack of personality, the sport desperately needed a revamp or someone to put it back on the map. Not sure how NASCAR is redefining its product to the masses, they certainly got the popular appeal back with Michael Jordan entering the sport.

Partnering with veteran driver Denny Hamlin, the 6-time NBA champion entered arguably the most competitive motorsports series in America. In just four years since its debut, 23XI Racing has grown to be a championship contender team, but not everyone is sold on MJ’s passion project. Rather, they view it as his other venture where he merely set out to make a name for himself. This notion has grown stronger ever since he sold his NBA team, the Charlotte Hornets, for $3 billion. If we are to go by Bubba Wallace’s confession, Jordan knows his way around the sport, and he is not in it for a short ride.

Bubba Wallace explains how Michael Jordan has been a NASCAR lifer

One of the complaints the NASCAR community had against Jordan was his lack of involvement with his team. In the first few years, his appearance on the racetrack was rare, but this theme changed in 2024. Not only did he start to attend more races, but he also celebrated Tyler Reddick’s win at Talladega. This was the first time MJ felt what winning a NASCAR race felt like. And for those wondering, his family used to take him to NASCAR races every Sunday, so he isn’t new to the sport at all.

Batting out for his team owner, Bubba Wallace speaking in an interview with FOX 32 Chicago further cleared the air surrounding MJ’s passion and love for NASCAR. “I think from a guy of his stature and his standpoint, you would think that he’s just throwing money into something and putting his name on something. MJ loves NASCAR; he’s been a lifer ever since he was a kid going to races with his family at Talladega, Darlington, Charlotte—you name it.”

For a long time, NASCAR hasn’t been able to produce superstar drivers. The likes of Dale Earnhardt, Richard Petty, and Jeff Gordon carried the sport on their shoulders. However, that’s not the case with the current generation, which is why team owners like Michael Jordan and Dale Earnhardt Jr. have popped up as leaders and poster boys. Moreover, like any passionate NASCAR fan, MJ also pushes everyone at 23XI to strive for success.

“So for him to have the opportunity to be a part of our sport in the way that he is and provide opportunities to not only his drivers but everybody back at Airspeed has been really, really cool to see just how passionate he is about racing… He’s a guy that looks at everything the glass is always half full, and there’s no excuses really, you make your own luck. Just go out and compete hard and do the best you can, and that’s good.” Wallace added.

Speaking of giving the best, Bubba Wallace certainly will have to step his game up after what was a disappointing 2024 NASCAR season. Winless and unable to reach the playoffs, the #23 team had to make some changes, which resulted in Bootie Barker vacating the crew chief seat for Charles Denike.

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What can we expect from a new driver/crew chief pairing at the #23 team?

Barker had been calling the shots for the team since 2021, and during his tenure in that last 592 race, Bubba Wallace won two Cup Series races. But since 2022, the duo haven’t made significant progress on the racetrack in terms of converting the good runs into victory. It certainly raised questions when Tyler Reddick and the #45 team were contending for wins and even made it to the championship race in Phoenix.

Barker will remain at 23XI Racing in a leadership role, but Charles Denike will be kicking things off in 2025. Denike will certainly be filling in the big shoes as he will make a jump from the Truck Series to the Cup Series at 23XI Racing. He served as the crew chief for Christian Eckes in 2024, and the partnership resulted in four wins. So, there’s certainly an air of optimism with the new changes that have been made to the #23 team.

“I am a believer that winning is a process. When you step foot into Airspeed, you see the tools and resources that it takes to win and are surrounded by people with the same vision and mindset. I am looking forward to this next chapter and to be able to contribute to 23XI’s growth and journey to winning championships.” This is what Denike said before embarking on his new challenge.

It is hard to guess how good Bubba Wallace and the #23 team will be in 2025, but a playoff appearance would be seen as a sign of progress with the new crew chief.