Thursday, February 2, 2023

Columbia Sportswear Expands Relationship with Bubba Wallace, 23XI Racing for Multiple Years

Columbia Sportswear has extended its relationship with both Bubba Wallace and 23XI Racing, which will see the company inherit a larger number of primaries on the No. 23. PC: Jonathan McCoy |

Beginning in 2023, Columbia Sportswear will expand its presence in the NASCAR Cup Series, signing a multi-year agreement with 23XI Racing to serve as a primary sponsor of Bubba Wallace’s No. 23 Toyota Camry TRD.

The relationship, initially forged by Wallace in 2020 while driving for Richard Petty Motorsports, carried over to the inaugural campaign for 23XI Racing, with the company being one of the team’s founding partners in 2021.

On top of the relationship’s continuation, Columbia Sportswear will also see an increased number of primaries on Wallace’s NASCAR Cup Series entry, as part of an expanded deal between the two parties.

“Bubba has been a stellar partner for Columbia and our relationship with NASCAR has been instrumental in extending the Columbia brand within their growing fanbase, many of whom are outdoor enthusiasts,” said Columbia President Joe Boyle. “As a company that is always driving new innovation in the outdoors to keep people comfortable and protected, we often have the opportunity to apply our new technologies to other industries. As we expand on this partnership in the future, we’re looking forward to working closely with Bubba and his crew to help them achieve even greater success.”

Entering his third year with 23XI Racing in the NASCAR Cup Series, Wallace has recorded a victory in each of the last two years, winning at Talladega in 2021, and Kansas in 2022. By doing so, Wallace became the first multi-time African-American NASCAR Cup Series winner.

“Working with Columbia has been a fantastic match as they share a lot of the same values that I have and that the team supports,” said Wallace. “It’s also been a fun relationship that’s allowed me to spend more time exploring the outdoors and following my passions. I’m honored to have them continue this journey with me and 23XI and look forward to more exciting things to come in 2023.”

The Mobile, Alabama-native comes off of a career season at NASCAR’s top level, accumulating five top-five and 10 top-10 results in a 23XI Racing entry, including his victory at Kansas Speedway in the Fall.

Wallace will enter the 2023 NASCAR Cup Series campaign with a new teammate, as Tyler Reddick is set to pilot the No. 45 entry, replacing Kurt Busch, who retired from full-time competition as the result of a qualifying crash at Pocono, which left him with a concussion.

“23XI has enjoyed a great partnership with Columbia and we are excited to announce their continued support of Bubba and the No. 23 team,” said 23XI President Steve Lauletta. “As a founding partner with 23XI Racing, Columbia has believed in our team and mission from day one, and the support of such a well-known and well-respected brand has been integral to our success. We’re looking forward to many more seasons with Columbia as part of the 23XI family of partners.”

Additional details, including a sponsorship schedule for Columbia Sportswear on-board the No. 23 Toyota Camry TRD were not released with the Wednesday announcement.

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

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