In a move that has sent shockwaves through the American motorsports world, Michael Jordan is once again proving that his influence goes far beyond basketball.

The NBA legend, global brand icon, and ultra-competitive businessman appears to be positioning himself for what many insiders are calling a radical power shift inside NASCAR. What started as a symbolic investment has evolved into a calculated strategy that could redefine who truly controls the future of stock car racing.

When Michael Jordan co-founded 23XI Racing in 2020 alongside NASCAR driver Denny Hamlin, most observers viewed it as a bold but limited venture. Jordan was bringing star power, capital, and cultural relevance to a sport that has long struggled to attract younger and more diverse audiences.

But behind the scenes, Jordan was studying the sport the same way he once studied opponents on the basketball court: patiently, obsessively, and with a long-term plan to win.

NASCAR has historically operated under a centralized power structure. The France family, which founded the sport, has maintained tight control over race operations, media rights, team charters, and revenue distribution. Teams generate massive value, but for decades they have had limited leverage over how the sport is governed or monetized.

Jordan saw this imbalance immediately, and unlike most team owners, he was not willing to accept it as “just the way things are.”

The charter system became the first battleground. Introduced to provide teams with financial stability, charters guarantee entry into races and revenue sharing. However, teams argue that charters undervalue their contributions and give NASCAR disproportionate control.

Jordan, accustomed to leagues like the NBA where team owners hold significant collective power, reportedly found NASCAR’s structure outdated and restrictive. Instead of quietly complying, he began pushing for systemic change.

What makes Jordan’s approach so dangerous to the old guard is that he is not acting alone. Over time, 23XI Racing aligned with Front Row Motorsports to file a high-profile antitrust lawsuit against NASCAR, accusing the organization of anti-competitive practices. This legal action is unprecedented in modern NASCAR history.

It signals that Jordan is not merely seeking better terms for his own team, but is willing to challenge the entire governance model of the sport.

The lawsuit is only one piece of a much larger strategy. Jordan understands leverage, and leverage comes from visibility, money, and cultural relevance.

Under his influence, 23XI Racing has attracted major sponsors, expanded its fanbase beyond traditional NASCAR demographics, and brought hip-hop culture, streetwear aesthetics, and social media storytelling into a space that was once resistant to change.

NASCAR needs Jordan far more than Jordan needs NASCAR, and that asymmetry is exactly where his power lies.

Media rights are another critical pressure point. NASCAR’s future revenue growth depends heavily on broadcasting deals, streaming platforms, and digital engagement. Jordan’s brand relationships and understanding of modern sports marketing put him in a unique position to influence how NASCAR content is packaged and sold.

If teams gain more control over media revenue, NASCAR’s centralized authority could weaken significantly. Insiders believe Jordan is quietly advocating for a model closer to other major American sports leagues, where teams share governance power and negotiate collectively.

There is also the international angle. Jordan thinks globally. NASCAR, by contrast, has remained largely domestic despite decades of expansion talk. With Jordan’s global recognition, there is potential for NASCAR to break into new markets, particularly in Asia and Europe, but only if the sport modernizes its image and operations.

By positioning himself as the bridge between NASCAR and a global audience, Jordan increases his strategic importance while simultaneously exposing the limitations of the current leadership.

Critics argue that Jordan is trying to turn NASCAR into something it was never meant to be. They claim the sport’s identity is rooted in tradition, family ownership, and centralized control, and that disrupting this balance could alienate core fans.

Supporters counter that clinging to tradition without evolution is exactly why NASCAR has lost market share to Formula 1 and other global motorsports. In their view, Jordan is not stealing power, but rescuing the sport from long-term decline.

What truly makes Jordan’s plan “insane” is its patience. There is no hostile takeover, no dramatic public confrontation beyond the lawsuit, and no rushed expansion. Instead, Jordan is building influence season by season, sponsor by sponsor, lawsuit by lawsuit.

He is normalizing the idea that teams deserve a seat at the decision-making table, and once that idea takes root, it becomes difficult to reverse.

If Jordan succeeds, the implications are enormous. NASCAR could shift from a founder-controlled organization to a more team-driven league. Revenue sharing could change. Charters could become permanent assets with higher valuations. Team owners could gain collective bargaining power.

And perhaps most importantly, the cultural identity of NASCAR could evolve into something more inclusive, modern, and globally relevant.

Michael Jordan once said that failure didn’t scare him because it simply meant he hadn’t worked hard enough yet. In NASCAR, he is applying the same philosophy.

Whether this ends in a landmark legal victory, a renegotiated power structure, or a complete reshaping of the sport, one thing is clear: this is no side project. This is a legacy play.