Innovative Team Built by Jordan and Hamlin Becomes NASCAR Model

By the Editorial Team · Friday, September 25, 2026

23XI Racing, co-owned by Michael Jordan and Denny Hamlin, has rapidly become a leading competitor in NASCAR’s Cup Series since its 2020 debut, securing major race wins and influencing rule changes. With a state-of-the-art facility and a strategic focus on branding beyond motorsports, the team is reshaping NASCAR’s competitive and commercial landscape while aiming for its first championship.

In a sport traditionally dominated by long-established teams, 23XI Racing has emerged as a prominent force since its formation in late 2020, challenging expectations for new entrants in NASCAR’s premier Cup Series. Co-owned by NBA legend Michael Jordan and NASCAR driver Denny Hamlin, the team has quickly become a model for how to build a competitive and innovative racing operation in an era focused on competitive parity.

In May, executives from 23XI Racing and NASCAR gathered together amicably at the Sports Business Awards in New York City, reflecting a marked shift from the legal dispute that once pitted 23XI and Front Row Motorsports against NASCAR over charter agreements. The lawsuit, which accused NASCAR of monopolistic practices, threatened 23XI’s very existence but ultimately concluded with the team securing key concessions and the restoration of their charters. Since then, relations between the team and NASCAR have notably improved, with Hamlin now playing a key role in shaping major rule changes.

23XI Racing’s rise has been fueled by a blend of strategic leadership and substantial investment. The team’s headquarters, Airspeed, located in Huntersville, North Carolina, opened in 2024 following a $35 million construction project. Its 114,000-square-foot facility features an open floor plan designed to enhance workflow and collaboration, borrowing concepts from Formula One to streamline car construction and team operations. Other NASCAR teams, including Legacy Motor Club, have looked to 23XI as a blueprint for modern shop design.

Since its debut, 23XI has regularly challenged NASCAR’s elite, securing three crown-jewel wins—including Tyler Reddick’s victory in the 2026 Daytona 500 and back-to-back Brickyard 400 wins by Corey Heim and Bubba Wallace. Reddick also captured the 2024 regular-season points championship and opened the 2027 season with multiple wins, establishing the team as a serious contender. However, the organization acknowledges that capturing a NASCAR championship remains a vital goal for solidifying its elite status.

The leadership’s vision extends beyond on-track performance, aiming to establish 23XI as a brand that transcends motorsports. The team purposefully avoided naming the enterprise after its co-owners, instead opting for the name “23XI,” a brand intended to gain recognition well outside the NASCAR fan base. Executives have expressed ambitions for the team to have a presence at marquee events such as the Super Bowl and NBA All-Star Game, leveraging Jordan’s global profile to attract new audiences to the sport.

Despite early skepticism about a new outfit achieving such rapid success, industry figures have praised 23XI’s approach. Brad Keselowski, co-owner and driver at RFK Racing, acknowledged the team’s quick ascension as a testament to sharp decision-making and leadership. Likewise, the team’s innovative strategies in engineering and operations mark a departure from the conventional methods employed by established teams.

As NASCAR continues evolving, 23XI Racing stands as a symbol of how fresh perspectives combined with star power and investment can reshape the competitive landscape. While championships remain on their checklist, the team’s blend of on-track achievement and off-track branding efforts signal a potential blueprint for the sport’s future growth and wider appeal.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.