On 23 May 2025, 23XI Racing made an official announcement regarding their partnership with Coca-Cola, with a reference to Bubba Wallace. Bubba Wallace has been an active partner of Coca-Cola since Dr. Pepper was handling the soft drink giant. He used to be vocal with the man and still has a say in the company.
Bubba Wallace’s performance at 23XI Racing
He is expected to represent the Coke 600 team at the Charlotte Motor Speedway in the upcoming season. Moreover, there are more racing seasons and championships that are yet to begin. Currently, Bubba Wallace is racing in the 23XI and is doing well from the start of the season. He has taken tough routes and slides to reach the 10th position in stage points in the race. This has made him compete with the other players even when he is facing issues while racing on the track.
Coca-Cola’s partnership with 23XI seems to be an inspiring factor in Wallace’s performance in racing. He has to score more points to be in the competition till the end, as he might get eliminated due to a lack of points. Anyway, he is one of the four players in the race who have successfully scored more than 100 points since the season started. He has gone through 12 races by now and is doing well if his progress is noted. He seems to be ready to win the championship this time after losing so much in 2022.
Advantage to Bubba Wallace
There has been excitement among 23XI Racing and Bubba Wallace after the announcement of the upcoming track in the schedule. The team has decided to bring the players down to the intermediate tracks. These tracks increase the chances of winning due to their structure and level of difficulty. Thus, he has to take this chance as the finals are due in 6 weeks. He has to be more careful with the race and score points to move forward in the leaderboard.
Wallace has not had any luck in races since 2022 in Kansas. The DNFs he participated in in Texas and Kansas also didn’t reveal anything better for him. So now, winning this season of 23XI is the biggest motive of Bubba Wallace this year.
There are five racing events on the calender this year- Charlotte, Nashville, Michigan, Pocono, and Atlanta, in which Wallace is willing to show up. The chief crew of Coke 600, Charles Denik,e is expecting to win at least one race this summer.
Legal battle against NASCAR
Coca-Cola and Wallace’s team are up against NASCAR in a legal battle. Front Row Motorsports and 23XI have been against NASCAR for a long time. According to them, the legal battle intensified when NASCAR asked the teams to sign an agreement in which the teams had to lose their power to sue it for any misconduct. On not accepting the offer after numerous times, the teams were allowed to race without signing the document. But no changes were made after that in December 2024.
Wallace has been on a good note since the 12 start of the season and will hopefully continue doing that. It is beneficial for him and his team both. The partnership with Coca-Cola is expected to motivate him through the hurdles upcoming in the next 6 episodes. Moreover, the fans are expecting a comeback of their lost legend.
Conclusion
During the cup series, Wallace revealed in one of his interviews that he was under immense pressure. He was facing tough competition from his teammate, Tyler Reddick. He shared a piece of insecurity with Tyler’s success because he was convinced that he was doing the same stuff as him, but was not getting enough recognition. So, he shared how he hit back back the gym and how he realized that no one could tell him what was wrong he was doing except himself.
Wallace is expected to come back harder like he has beenatn the start of the season. His fate lies in his hands and his strategical work.
