Netflix is in production on a new documentary series with NASCAR driver Bubba Wallace as he competes in his first season for the new 23XI Racing team owned by Michael Jordan and fellow driver Denny Hamlin. The sides are not announcing the name of the series or when it will be released, but they are saying that it will take viewers behind the scenes of this season and explore Wallace’s efforts to advocate for diversity, equality and inclusion in NASCAR and America. Wallace has one of the quickest growing fanbases in the sport after taking a lead role in last year’s social justice movement.
Production companies for the series will be 300 Studios and Boardwalk Pictures, while the director will be Erik Parker, who will also be an exec producer alongside Kevin Liles, Nolan Baynes and Kelly G. Griffin for 300 Studios; Andrew Fried, Dane Lillegard, Jordy Wynn and Sarina Roma for Boardwalk; and NASCAR Senior VP & Chief Digital Officer Tim Clark, Managing Dir of Entertainment Marketing & Content Development Matt Summers and former NASCAR Productions Managing Dir and Exec Producer Tally Hair. The series is the latest collaboration by NASCAR and Netflix, which previously partnered on "The Crew" comedy series that debuted earlier this year starring Kevin James.
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SBJ reported in March that NASCAR’s entertainment marketing group headed up by Summers was working on some two-dozen other new projects including potential documentaries and series with Netflix. F1 has seen increasingly clear growth in new fans from its “Drive to Survive” documentary series on Netflix, now in its third season, and NASCAR had been under pressure to respond with a major documentary of its own.
