Upper Deck, the worldwide leader in sports and entertainment collectibles, has expanded its relationship with NASCAR Cup Series organization 23XI Racing, as part of a new multi-year agreement announced on Thursday.
The expanded collaboration will continue to see Upper Deck highlighted on the racetrack with 23XI Racing’s drivers, as well as feature Upper Deck Authenticated memorabilia and race-used collectibles.
“We’re eager to continue connecting new audiences to the world of racing with a fresh approach, especially after the excitement from our initial collaboration,” said Jason Masherah, president of Upper Deck. “We look forward to expanding on last season’s success and creating lasting memories through unique memorabilia and collectibles.”
Upper Deck and 23XI Racing will kick off this brand-new partnership this weekend at Circuit of The Americas (COTA), with the brand being showcased on the No. 24 Sam Hunt Racing Toyota GR Supra with driver Corey Heim.
Heim, a 12-time winner in the NASCAR Craftsman Truck Series, was recently named the first-ever development driver for 23XI Racing — an agreement that includes partial schedules in the Cup and Xfinity Series.
In the Summer, Upper Deck will be returning as a primary sponsor for 23XI Racing in the NASCAR Cup Series, backing the No. 45 Toyota Camry XSE, driven by Tyler Reddick, at Atlanta Motor Speedway.
Reddick first carried the brand last Fall at Darlington Raceway, where he overcame being under the weather to capture the 2024 NASCAR Cup Series regular-season championship.
“Following a thrilling start to our partnership last season with Tyler securing the regular season championship in the Upper Deck Toyota, we’re excited to expand our relationship with Upper Deck,” said Steve Lauletta, President of 23XI Racing. “We’re always interested in unique ways to connect with fans and this collaboration continues to be a great way to do that. We look forward to generating more memorable moments this year and sharing those moments with fans through the exciting world of collectibles.”
Upper Deck will have its 23XI Racing memorabilia collection available through the Upper Deck Store, as well as Upper Deck Certified Diamond Dealer hobby shops.
