Bubba Wallace and 23XI Racing are popping open a cold one — literally. The No. 23 team announced Friday that Coca-Cola will serve as its exclusive beverage partner for the remainder of the 2026 NASCAR Cup Series season. It's a reunion that's been brewing for a while, and both sides couldn't be more pumped.
Wallace will roll out a co-branded paint scheme combining Coca-Cola and Hardee's for the Cup Series race at Watkins Glen International on May 10. The iconic red-and-white logo won't just ride on the hood; it'll also be splashed across his fire suit and team equipment. For a driver who's known to crack open an ice-cold Coke after a long day at the track, this partnership feels like a perfect fit.
“I couldn’t be happier to be back in the Coca-Cola Racing Family,” Wallace said via NASCAR. “I enjoyed the work we did together in the past and look forward to again connecting with race fans as part of this program. I’m known to have an ice-cold Coca-Cola after the race, so this is the perfect partnership. Now, it’s going to be even better to share a Coke with the 23 team here at 23XI.”
Dan Rouse of Coca-Cola North America echoed the enthusiasm. “NASCAR has long been part of Coca‑Cola’s story, and welcoming Bubba Wallace back to the Coca‑Cola Racing Family through our partnership with 23XI Racing is a natural extension of that legacy,” Rouse said.
Wallace is currently sitting 12th in the Cup Series standings, and he's been quietly putting together a solid season. He's within striking distance of William Byron, Brad Keselowski, and Christopher Bell — a few strong finishes could vault him up the leaderboard. But it hasn't all been smooth sailing. Wallace has been vocal about some race procedures that grind his gears, particularly the chaotic choose-rule at short tracks. “What’s annoying is the mad dash at short tracks when it’s choose time,” Wallace said. “At Martinsville, we’re rushing to get all the cars through. Why not do two laps to go? Bristol, same thing. Why are we rushing?” He's also taken issue with the choose cone placement at road courses like COTA and Sonoma, where the tight setup forces drivers into last-second decisions. Bubba Wallace Sounds Off: The One Rule Change That's Driving Him Crazy in 2026 dives deeper into his frustrations, and it's clear he's not shy about speaking his mind.
Despite the complaints, Wallace remains optimistic. The Cup Series heads to Texas Motor Speedway this Sunday, and he's hungry for his first win of the season. With Coca-Cola now in his corner, the No. 23 team has extra fizz heading into the next stretch of races. Bubba Wallace's Post-Race Honesty Splits NASCAR Nation After Talladega Wreck shows how his candor can stir up debate, but it also fuels his connection with fans. For now, the focus is on speed, strategy, and sharing a victory Coke with the whole 23XI crew.
This deal marks a major win for Wallace and the team, locking in one of the most recognizable brands in the world for the long haul. As the season heats up, all eyes will be on whether this fresh sponsorship can help propel him into victory lane.
