“Place Where Nobody Else Is Playing” – Denny Hamlin’s Team President Reveals How 23XI Racing Is Breaking NASCAR’s Brand Sponsorship Stigma

In a world where brand sponsorships are everywhere, it can be difficult to break through the noise and truly stand out. However, Steve Lauletta, the President of 23XI Racing, has managed to break free from corporate sponsorship norms and take the sport to new heights. Co-owned by Denny Hamlin and Michael Jordan, 23XI racing arrived in the Cup Series circuit very recently. Fielding the #23, #45, and #67 (part-time), the team has seen some success on the tracks. However, off the tracks, the team has managed to turn quite a few heads because of some out-of-the-box strategies.

During a recent interview on The Dale Jr. Download podcast, Lauletta talked about such strategies and revealed how his team is defying the odds and revolutionizing brand sponsorships in NASCAR.

Denny Hamlin and Michael Jordan’s team is shaking up the game

23XI Racing has been working with partners in unique ways. During the interview, Lauletta explained, “Our partners are doing a really good job of using our team in ways that maybe some others aren’t […] we’re trying to be in front of those opportunities.”

For example, the team recently signed a partnership with Walmart focusing on health and wellness, where Bubba Wallace and the team deliver a message to underserved communities where they race. As Lauletta put it, “That’s a place where nobody else is playing. So when we start to have a partner like Walmart talking about 23XI and Bubba Wallace, that breaks through and that’s what we need.”

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The team is also breaking through in other areas, such as by using social media to engage with fans and by partnering up with Post Malone. Lauletta emphasized the importance of continuing to bring in partners and push the boundaries of what NASCAR sponsorship can be. “We’re tryna be in front of those opportunities like I said about the video with Post Malone, where they are giving us the chance to maybe break through a little bit more than just what’s goin on during the weekend or in a race market.”

Moreover, 23XI Racing hasn’t just found newer ways to partner up with sponsors, it is also breaking ground in other praiseworthy ways.

Steve Lauletta reveals the off-track agendas of the team

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23XI Racing is focused on promoting diversity, equity, and inclusion in the motorsports industry. That’s where the Dr Pepper and 23XI SPEED Institute Tuition Program comes in. Established in 2021, the program provides $5,000 each to 23 college students pursuing a career in the motorsports industry. Additionally, two students receive an internship with 23XI through the 23XI SPEED Institute.

The program is a great example of how 23XI Racing is embodying its message of “Forward Together.” As Lauletta said, “This program would not be as impactful without the support of Dr Pepper and we look forward to another opportunity to provide the next generation of motorsports professionals with assistance as they pursue their education.”

Since its inception, the program has reached nearly 300 students from across the country and distributed over $230,000 in tuition support. Moreover, 23XI Racing has provided opportunities for nine interns to gain first-hand work experience in an industry they care for deeply. By working with partners in unique ways and promoting diversity, equity, and inclusion in the industry, 23XI Racing is leading the way forward.

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