Marketers believe the 23XI Racing team could have unparalleled opportunities in licensed merchGETTY IMAGES
Michael Jordan's new NASCAR team with Bubba Wallace as driver has the "potential to bring a more diverse audience and set of sponsors to a historically white, southern sport," according to Alex Silverman of MORNING CONSULT. In a new survey, 42% of Black adults said that they are "more interested in NASCAR than they were previously based on the entry" of Jordan and Wallace, including 24% who indicated that they "are 'much more interested.'" In addition, one in three Black respondents said that they are "more likely to attend a NASCAR race after COVID-19 is no longer a concern." NASCAR Senior VP/Marketing Pete Jung admitted that while the sanctioning body has "long sought to diversify its fan base, Wallace’s rise to fame and the formation of 23XI Racing presents a unique opportunity to reach the Black community." At the start of the season, a separate Morning Consult poll found that 84% of NASCAR fans "identified as white." Jung said, "This has opened up a door for us to be more bullish in the African-American market." Silverman notes while it is "unclear to what extent Nike and Jordan Brand will work with 23XI Racing, marketers believe their involvement will present unparalleled opportunities in terms of licensed merchandise and provide the team with an added cool factor" (MORNINGCONSULT.com, 10/27).
