Michael Jordan may have hung up his basketball jersey, but his competitive fire has found a new home on the racetrack. As a co-owner of 23XI Racing alongside Denny Hamlin, Jordan isn't just a celebrity figurehead—he's a true devotee, and NASCAR's top executive is taking notice.
At Tuesday's Front Office Sports Tuned In media summit, NASCAR CEO Steve O'Donnell couldn't hide his admiration for Jordan's hands-on involvement. "He shows up at every race. He's passionate about the sport, and for NASCAR, you can't pay for that," O'Donnell said. "You can bring celebrities or athletes to the race who may or may not be [racing] fans, but he's a true fan, and he cares about the sport."
Jordan's commitment stands in stark contrast to his recent, limited foray into NBA broadcasting. NBC had teased a media role for the basketball legend before the 2025-26 season, but it boiled down to a single pre-recorded interview with Mike Tirico—a move that drew some backlash from critics. Yet Jordan's focus seems firmly planted on the asphalt.
Even while retaining a minority stake in the Charlotte Hornets, Jordan has made NASCAR a priority. This year, he chose to attend the Daytona 500 on the same day as the NBA All-Star Game, a decision that spoke volumes to O'Donnell. "Even during the NBA All-Star Game, Michael was with us at a NASCAR race. That shows his passion," O'Donnell said. "He's invested in the sport, he's a winner, and he wants to see his team win, so we're excited to have him."
O'Donnell's praise arrives on the heels of a turbulent legal chapter. 23XI Racing and Front Row Motorsports had accused NASCAR of antitrust violations after refusing to sign a charter agreement in 2024. The dispute dragged through the courts, but a December settlement introduced evergreen charters, guaranteeing race entry and a larger revenue share. O'Donnell reflected on the surreal experience of facing Jordan in a courtroom, yet insisted the ordeal never dampened Jordan's dedication.
"Being in a courtroom, looking across and seeing Michael Jordan was just a little bit odd," O'Donnell admitted. "But even during that time, and at the end of that trial, we had a discussion about the fact that he was all in, and so are we."
Jordan's commitment extends beyond mere attendance—it's a genuine passion that resonates with fans and officials alike. His recent $10 million gift honoring his mother shows the same deep-rooted values he brings to the racing world. For NASCAR, having a global icon who genuinely loves the sport is priceless, and O'Donnell is clearly thrilled to have him on board.
As Jordan continues to build his racing legacy, his presence elevates the sport's profile, proving that his competitive drive knows no bounds. Whether on the court or in the pit lane, His Airness remains all in.
