“It’s a Brand Thing”-Denny Hamlin Distances Michael Jordan & Co. From NASCAR’s Allegiance With Obscure “Policies” Claim

The real backbone of the racing world isn’t the bond between drivers and their teams, or even drivers and their crew chiefs. It’s the indomitable alliance between sponsors and racing teams. To the spectators, this relationship is most evident in the vibrant brand logos emblazoned on racing cars. But behind the racetrack’s dazzle, another significant partnership unfolds—that’s between NASCAR and various organizations.

Official affiliations aren’t just a nod to business alliances; they could be obligatory. When NASCAR establishes a partnership, it imposes a duty on all teams to respect and uphold commitments towards the associated organization, following NASCAR’s laid-out guidelines. Yet, in a rare act of dissent, Denny Hamlin seems to have broken ranks. Michael Jordan’s partner has seemingly openly challenged NASCAR’s authority by rejecting an association with NASCAR’s official diecast for 23XI Racing.

Denny Hamlin drops a bombshell— Michael Jordan & Co. sidestep NASCAR’s diecast trailblazer

Devoted NASCAR fans wear their loyalty on their sleeves, drawn in by the sport’s pulsating energy, dynamic paint schemes, track transformations, and, of course, the ever-enticing whiff of controversy. While NASCAR crafts these experiences to forge a strong bond with its audience, it also pays heed to its niche community.

Enter Lionel Racing, NASCAR’s trusted partner since the late 2010s. A subsidiary of Lionel Trains, the titan in the diecast realm boasts unparalleled prowess in designing, promoting, and distributing licensed miniature race car replicas. Whether it’s NASCAR, NHRA, or other racing marvels, Lionel Racing has a broad spectrum covered, collaborating with giants like Corporate, National Accounts, and the RCCA. Nestled near the famed Charlotte Motor Speedway, the company lives and breathes the sport.

Drivers and teams relentlessly endeavor to nurture their bond with fans, be it by letting them own scaled-down versions of their cherished race cars or by igniting interactions on digital platforms. However, in an unexpected stir, Denny Hamlin seems keen on keeping his and Michael Jordan’s team a touch aloof from this diecast tradition. But what’s the story behind this?

The plot thickened when a curious fan questioned Denny Hamlin on Twitter, asking why 23XI Racing, Michael Jordan, and his brainchild had asked Lionel Racing to exclude its cars from the ‘Authentics’ line. To this, the co-owner candidly replied, “Team would prefer to not be in mass retail. Authentics line falls into that category.” 

Digging deeper, on the request of another fan, he later elaborated, “The cars would carry logos of companies that have policies around not being available in mass retail. It’s a brand thing.” While Hamlin’s move to withhold Michael Jordan & Co.’s 23XI Racing from partnering with Lionel Racing might be viewed as a bid to uphold exclusivity, doesn’t it also risk alienating their ardent fans, who venerate racers like Tyler Reddick and Bubba Wallace?

Watch This Story: Bubba Wallace Receives a Five Word Ultimatum From His NASCAR Team Employee Just Hours Before Billionaire Michael Jordan’s Approval

Interestingly, while Hamlin’s 23XI Racing is veering away from the diecast trend, their competitors at Hendrick Motorsports are upping the ante. Rumor has it they’re joining forces with Carrera Revell, a direct rival to Lionel Racing.

Hendrick Motorsports partnered with the rivals of NASCAR official partners

In a bold twist that’s causing a stir in the racing community, Hendrick Motorsports has teamed up with Carrera Revell of Americas, the bigwigs of the slot car racing realm. This powerhouse alliance is set to roll out a sizzling array of slot car sets and models, meticulously crafted with the essence of Hendrick’s racers.

Infusing the thrill of real-life NASCAR races, these sets would be designed to be a racing enthusiast’s dream, catering to adrenaline junkies across all age brackets.

Read More: Michael Jordan’s Former Driver Reveals His Expectations From Their Only Hope as Playoffs Heat Up

Not to mention, Lionel Racing, previously the favorite pit stop for collectibles, seems to be feeling the heat. With the brainchild of Denny Hamlin and Michael Jordan, 23XI Racing, choosing to steer clear of a partnership and now Hendrick Motorsports siding with their direct competitors, the dynamics in the pit lane are changing fast. What’s your take on this dramatic shift? And given a golden ticket, which races car replica would you proudly display in your collection?