The NASCAR world is buzzing with excitement as Bubba Wallace and his No. 23 team at 23XI Racing head into the 2026 season with a major boost in sponsorship support, particularly highlighted by a significant new partnership set to shine at the iconic Daytona 500. In a move that underscores the team’s growing momentum and Wallace’s rising profile in the sport, Xfinity has stepped up as the majority primary sponsor for Wallace’s Toyota Camry XSE this year, marking a strategic shift for the brand and a huge opportunity for the driver.

This development comes at a pivotal time for Wallace, who enters the season fresh off one of his strongest campaigns to date. In 2025, the Alabama native finally broke through with a long-awaited victory at the Brickyard 400 in Indianapolis, becoming the first Black driver in NASCAR history to win at the historic track. That triumph snapped a lengthy winless streak for both Wallace and 23XI Racing, proving his ability to compete at the highest level.

He finished the year with six top-five finishes and 14 top-10s, landing 11th in the points standings despite some frustrating DNFs that tested his resilience. The win at Indy not only boosted his confidence but also reinforced his value to sponsors looking for a driver who combines on-track performance with strong marketability and fan appeal.

The Xfinity partnership represents an expansion of an existing relationship that had already seen the brand appear on Wallace’s car for select races in previous seasons. Now, Xfinity is taking center stage, serving as the primary sponsor for the majority of the 2026 Cup Series campaign. The deal kicks off in spectacular fashion with Wallace piloting an Xfinity-branded No. 23 car in the Daytona 500 on February 15, marking the telecommunications giant’s first-ever fully branded entry in NASCAR’s premier race.

This is no small feat—Daytona is the sport’s crown jewel event, drawing massive viewership and serving as the traditional launchpad for the season. Having a high-profile sponsor like Xfinity debut its paint scheme there puts Wallace and 23XI Racing in the spotlight from the very first green flag.

Xfinity’s involvement goes beyond just one race. The brand will feature prominently throughout the year, with additional confirmed appearances at tracks like Atlanta and Las Vegas. This multi-race commitment provides the team with financial stability and resources to push for consistent results. Comcast executive Jessica Muir emphasized the confidence the company has in Wallace and his teammate Tyler Reddick, noting that both drivers represent winning potential and align perfectly with Xfinity’s focus on speed, reliability, and fan engagement.

The partnership also includes fan-facing elements, such as promotions and activations that give supporters a closer connection to the team and the brand. Wallace himself expressed deep gratitude for the support, highlighting how Xfinity’s presence allows the team to compete at the sport’s biggest stages while keeping fans involved every step of the way.

“Having Xfinity on the car for the Daytona 500 and doing more with our team for the 2026 season is an incredible honor,” Wallace said in a team statement. “What really excites me is how this partnership gives fans a front-row seat to everything we do. They’re right there for every mile of the season, celebrating the milestones, and feeling like part of the team.” He added that the collaboration feels like a natural fit, with Xfinity’s emphasis on connectivity mirroring the high-speed, high-stakes nature of NASCAR racing.

For Wallace, this sponsorship provides a sense of security heading into a year where he aims to build on his 2025 success and silence any lingering doubts about his place among the sport’s elite.

The timing of this announcement is particularly noteworthy given the broader context of sponsorship shifts in NASCAR. Xfinity had long been the title sponsor of the second-tier series (previously known as the Xfinity Series), a partnership that spanned a decade and was reportedly worth around $200 million. With that era concluding and O’Reilly Auto Parts stepping in as the new series sponsor, Xfinity redirected its NASCAR investments toward the Cup Series and specifically 23XI Racing.

This pivot positions the brand directly on competitive cars driven by Wallace and Reddick, both of whom finished in the top 11 in points last season. It also aligns with 23XI’s ongoing growth as a team co-owned by Denny Hamlin and Michael Jordan, which has steadily attracted premium partners.

Adding to the sponsorship momentum, other brands are reinforcing their commitments to Wallace and the No. 23 program. Robinhood, the popular investing platform, expanded its role for 2026, serving as a primary sponsor in multiple races, including select events for Wallace after initially appearing on Corey Heim’s entry at Daytona. Chumba Casino also grew its presence, returning as a partner for Wallace while expanding to Reddick’s No. 45 car for key events like The Clash and the Daytona 500.

Meanwhile, Hardee’s made a high-profile return to NASCAR as the sport’s official Quick Service Restaurant and a primary sponsor for Wallace in several races, evoking nostalgia for fans who remember the brand’s glory days backing legends like Cale Yarborough and Dale Jarrett.

These partnerships collectively strengthen 23XI Racing’s position as one of the more stable and well-funded teams in the garage. Wallace benefits from a diverse sponsor lineup that includes longstanding supporters like Columbia Sportswear, the U.S. Air Force, Leidos, and Mobil 1, alongside these newer or expanded deals. The financial backing translates to better equipment, more testing, and enhanced resources for crew chief Charles Denike and the entire pit crew, all aimed at chasing more wins and a deeper playoff run.

As the Daytona 500 approaches, anticipation is building not just for the race itself but for what Wallace can achieve with this new level of support. Daytona has always been a place of unpredictability, where drafting, strategy, and a bit of luck can define a driver’s day. Wallace has shown flashes of speed at the track in the past but is eager to improve on recent finishes and contend for the checkered flag. With Xfinity’s bold debut and the team’s overall momentum, 2026 feels like a year where Wallace could take another significant step forward in his career.

This sponsorship news is more than just logos on a car—it’s a vote of confidence in Bubba Wallace as a driver, a personality, and a representative of NASCAR’s evolving future. At 32 years old, he’s matured into a veteran presence who balances fierce competitiveness with advocacy and community engagement. The partnership with Xfinity amplifies his platform, allowing him to connect with a broader audience while pursuing the ultimate goal: more victories and a championship contention push.

As the engines fire up at Daytona International Speedway, all eyes will be on the No. 23 car gleaming in its fresh Xfinity colors. For Wallace, this is the start of something big—a season where stability off the track fuels ambition on it. The NASCAR community is watching closely, and if the early signs hold true, Bubba Wallace and his team are poised for an unforgettable year. The Daytona 500 will set the tone, and with this huge new sponsor backing him, the possibilities feel endless.