Thursday, June 1, 2023

Wheaties Honoring 23XI Racing Owner Michael Jordan, Sponsoring Bubba Wallace at Auto Club

PC: 23XI Racing

As part of the 100th anniversary for Wheaties, the cereal brand will be paying tribute to NBA superstar and 23XI Racing owner Michael Jordan, who will appear on the brand’s cereal box for a record-breaking 19th time, as part of the year-long commemorative collection.

The company – which is a sub-brand of General Mills – will also partner with 23XI Racing and driver Bubba Wallace for the 2022 NASCAR Cup Series season, serving as the primary sponsor of the No. 23 Toyota Camry TRD on February 27th at Auto Club Speedway.

“A modern-day legend and inspiration for champions of all ages, Michael Jordan is an incredible athlete, humanitarian, and entrepreneur,” said Kathy Dixon, senior brand experience manager for Wheaties. “We are so proud to launch the next box in our anniversary series honoring one of the greatest sports stars and most-decorated Wheaties athlete in history.”

When 23XI Racing was formed with Denny Hamlin in 2020, Jordan made history as the first Black majority owner of a full-time team in NASCAR’s top-three series in nearly 50 years. In the team’s inaugural season, Wallace was able to capture a victory at Talladega Superspeedway, the first win for an African American driver since 1963.

“To be able to honor MJ as part of the Wheaties 100th anniversary celebration and have Wheaties join the 23XI Racing family is special for our team,” said Wallace. “When you think of greatness, you think of Michael Jordan and his drive for excellence both on and off the court. His competitive nature and determination motivate me in my career every day. It is an honor of a lifetime to drive for MJ and rep the No. 23, a number that is such a big part of his legacy.”

Alongside the paint scheme that will run at Auto Club Speedway on February 27, 2022, Wallace will join in the brand’s 100th-anniversary celebration on December 14, to deliver to brand-new ‘Michael Jordan Gold Foil Wheaties Box’ to a handful of the icon’s superfans, fellow athletes, and friends, traveling in a street-legal replica of the Wheaties-branded Toyota Camry.

Fans can get in on the action by purchasing one of the limited edition boxes for $25.00 at starting at noon EST on Tuesday, December 14th. However, for fans unable to get their hands on the gold foil box, the limited-edition Michael Jordan Wheaties Century Box is available now in stores.

Joseph Srigley
Joseph Srigley
University of Windsor | Business Administration - Supply Chain & Data Analytics Editor at

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