In just five years, Michael Jordan and Denny Hamlin’s 23XI Racing has transformed NASCAR, challenging long-standing traditions with aggressive growth, competitive success, and an unprecedented antitrust lawsuit. Their bold approach has garnered recognition from industry giants while sparking intense debate about the sport’s future.
The world of NASCAR is no stranger to fierce competition, but few entrants have made as significant an impact in such a short time as 23XI Racing. Founded in 2020 by basketball legend Michael Jordan and veteran driver Denny Hamlin, the team has not only quickly ascended the competitive ranks but also dared to challenge the very foundation of the sport’s business model. Five years in, 23XI Racing is a force to be reckoned with, both on and off the track.
The Unlikely Titans of NASCAR’s New Era
The growing influence of 23XI Racing was notably highlighted when the CEO of Speedway Motorsports Inc. (SMI), a pivotal partner in NASCAR for over half a century, controversially labeled Michael Jordan and Denny Hamlin as “titans of the industry and sports entertainment.” This powerful endorsement, reported by Business North Carolina, placed the relatively new team alongside historic powerhouses such as Hendrick Motorsports, Joe Gibbs Racing, and Penske Motorsports, underscoring their swift rise to prominence.
SMI’s recognition is particularly remarkable given that 23XI Racing, despite being only four years old at the time of the statement, is engaged in an ongoing antitrust lawsuit against NASCAR. The compliment from such a significant commercial partner subtly hints at the shifting power dynamics within NASCAR’s commercial landscape, suggesting that the sport’s leadership may need to reconsider its approach to emerging teams.
From a Golf Course Chat to a Racing Powerhouse
The genesis of 23XI Racing is as captivating as its current impact. In 2008 or 2009, Denny Hamlin, then a driver for Joe Gibbs Racing, first met Michael Jordan at a Charlotte Hornets game. Their mutual passion for competition quickly forged a friendship, eventually leading to a pivotal moment on a golf course years later. Hamlin recounted that upon seeing a rumor about him and Jordan potentially buying a stake in a race team, Jordan playfully challenged him to “make it true.”
This casual exchange rapidly transformed into a full-fledged business venture. Steve Lauletta, now the president of 23XI, helped craft a comprehensive business plan, and in a whirlwind four and a half months, 23XI Racing was officially formed in 2020. Named after Jordan’s iconic NBA number (23) and Hamlin’s long-standing car number (11), the team debuted in the 2021 Daytona 500. It has since expanded from one car to three by 2025 and boasts a state-of-the-art facility called “Airspeed” in Huntersville, North Carolina, and a staff of 130 employees, up from an original 24. This rapid growth exemplifies their audacious ambition.
The Antitrust Battle: Challenging NASCAR’s Foundation
Beyond their on-track performance, 23XI Racing, alongside Front Row Motorsports, has become a central figure in a high-stakes legal battle against NASCAR. The teams filed a federal antitrust lawsuit, accusing the sanctioning body of monopolistic practices. This legal challenge, which could fundamentally alter NASCAR’s structure, was acknowledged by presiding Judge Kenneth Bell, who warned that a trial would be costly for all parties, as reported by Fox Sports.
Despite the risks, Denny Hamlin remains resolute. He stated to USA TODAY Sports that he is “not deterred at all” and confident in their position, seeing the lawsuit as a necessary step to “stand up for what’s right.” The dispute centers on issues of fair competition and revenue distribution, reflecting deeper frustrations among teams regarding financial inequalities. An earlier temporary injunction that would have recognized 23XI and Front Row as chartered teams for the current season was vacated, but Hamlin insists the team is prepared to compete as “open” cars if required, affirming their commitment to the sport for the long haul.
Impact on Drivers: Wallace, Reddick, and Beyond
From its inception, 23XI Racing made a statement by signing Bubba Wallace as its first driver. As the only Black driver in the Cup Series, Wallace’s presence underscored the team’s commitment to diversity, a mission formally recognized by NASCAR itself. Wallace secured his first victory for the team in October 2021 at Talladega Superspeedway and added another at Kansas Speedway in September 2022.
After a 100-race winless streak, Wallace broke through again in July with a significant victory at the Brickyard 400 at Indianapolis Motor Speedway, securing a spot in the NASCAR playoffs. He credits Michael Jordan’s influence with teaching him a “glass half-full” mentality, focusing on positives and maximizing effort.
The team’s roster also features Tyler Reddick, who had a standout year as the 2024 regular-season champion and competed for the Cup title. Reddick’s strong performances further solidify 23XI Racing’s competitive standing and highlight the team’s ability to attract and develop top-tier talent, securing two playoff drivers in the 2025 season.
A Partnership Forged in Competition
The unique partnership between Michael Jordan and Denny Hamlin thrives on their shared competitive fire. Hamlin, who continues to race for Joe Gibbs Racing, handles the day-to-day operations of 23XI, serving as the team’s highly visible and hands-on co-owner. Jordan, while maintaining a lower profile at many races, provides strategic oversight and leadership.
Hamlin describes Jordan’s approach as one of trust and delegation, akin to investing in a basketball team and trusting the expert to run it. This dynamic has fostered an environment where both co-owners leverage their strengths. When it came to the monumental decision of filing the antitrust lawsuit, Jordan’s first concern was Hamlin, acknowledging the personal and professional risks involved. Hamlin, however, saw it as an imperative step, driven by a conviction that they were fighting for what is right, mirroring the intense drive that defined Jordan’s legendary NBA career.
A New Era for NASCAR?
Michael Jordan and Denny Hamlin, through 23XI Racing, have undeniably disrupted the status quo in NASCAR. Their blend of star power, competitive ambition, and a willingness to challenge entrenched systems has earned them both admiration and scrutiny.
As NASCAR grapples with challenges related to revenue sharing, competition, and modernization, the spotlight on 23XI Racing could indeed herald a new era. This era may see new voices and bold ambitions playing a more prominent role in shaping the future of a sport long dominated by historical figures. Jordan himself encapsulates this sentiment, stating, “Five years later, we’ve done that and more. We built an organization from the ground up, assembled a great staff, attracted top sponsors, and brought innovation to the sport. We’ve grown from one car to three and captured a regular-season championship in just our fourth year (Reddick in 2024). And we’re not done yet.”
