Bubba Wallace has officially rejoined the Coca-Cola Racing Family, and Coca-Cola has become the Exclusive Beverage Partner of Bubba Wallace and the No. 23 23XI Racing team.
Wallace, who was previously a member of the Coca-Cola Racing Family before moving to 23XI Racing in 2021, is proud to be paired again with one of the most iconic brands in American history.
“I couldn’t be happier to be back in the Coca-Cola Racing Family,” said Wallace in a team release. “I enjoyed the work we did together in the past and look forward to again connecting with race fans as part of this program. I’m known to have an ice-cold Coca-Cola after the race, so this is the perfect partnership. Now, it’s going to be even better to share a Coke with the 23 team here at 23XI.”
According to a press release, this is the next step in a partnership between Coca-Cola, Wallace, and 23XI Racing that began last season when Coca-Cola consolidated branding was featured on Wallace’s No. 23 Toyota Camry.
To kick off the expansion of the partnership, Wallace will pilot a special co-branded Hardee’s / Coca-Cola No. 23 car in the NASCAR Cup Series event at Watkins Glen International on Sunday, May 10. The unveiling of the car will be part of Coca-Cola’s 140th anniversary celebration.
As part of the partnership, Coca-Cola will also be featured on Wallace’s firesuits and the No. 23 team’s uniforms and equipment throughout the 2026 NASCAR Cup Series season.
Coca-Cola, which has sponsored the Coca-Cola 600 at Charlotte Motor Speedway for more than 40 years and has had countless driver and team partnerships throughout the years, is happy to continue building upon its presence in the NASCAR Cup Series as an expanded partner with Wallace and 23XI Racing.
“NASCAR has long been part of Coca?Cola’s story, and welcoming Bubba Wallace back to the Coca?Cola Racing Family through our partnership with 23XI Racing is a natural extension of that legacy,” said Don Rouse, VP of Sports & Entertainment Marketing, Coca-Cola North America. “Together, we’re connecting with fans through a program built on authenticity, shared values, and a genuine love for the sport.”
Wallace, a three-time NASCAR Cup Series race winner, currently ranks 12th in the series championship standings after 10 races this season. The driver of the No. 23 23XI Racing Toyota has one top-five finish and five top-10s so far this season, and he’ll look to build upon that as the season drags closer toward the Chase for the Cup.
