In a move that blindsided the NASCAR world, TAG Heuer CEO Antoine Pin has officially terminated the brand’s sponsorship deal with 23XI Racing after Bubba Wallace was spotted wearing a Richard Mille watch during a televised media appearance. The moment, captured during a red carpet event in Charlotte, quickly went viral — and within hours, TAG Heuer’s stock took a noticeable dip. Pin issued a statement calling the incident “a breach of brand loyalty,” and confirmed the immediate end of their partnership with Wallace and the team co-owned by Michael Jordan and Denny Hamlin.
The fallout was swift and dramatic, with fans and analysts questioning whether the punishment fit the offense. Wallace, known for his bold fashion choices and outspoken personality, reportedly wore the rival watch as a personal gift from a friend, not as a promotional endorsement. Still, TAG Heuer viewed the gesture as damaging to its brand image, especially given Wallace’s role as a high-profile ambassador. The decision leaves 23XI Racing scrambling to fill a major sponsorship gap just weeks before the playoffs — a financial and reputational blow that could ripple through the team’s future plans.
Wallace’s response came just hours later, and it stunned everyone — including Antoine Pin. In a post on social media, Wallace wrote: “I wear what I like. Loyalty isn’t bought — it’s earned.” The ten-word statement was met with an explosion of support from fans, fellow drivers, and even fashion influencers, who praised Wallace for standing his ground. The post racked up millions of views in under 24 hours, turning the controversy into a viral moment of defiance. TAG Heuer declined to respond directly, but insiders say the brand was “caught off guard” by the backlash.
As the NASCAR season heads into its final stretch, the drama surrounding Wallace and TAG Heuer has sparked broader conversations about athlete autonomy, sponsorship ethics, and the evolving relationship between sports and luxury branding. Whether Wallace’s stance will attract new sponsors or deepen tensions remains to be seen. But one thing is clear: in just ten words, Bubba Wallace didn’t just respond — he redefined the rules of the game.
