23XI Racing has added a new partner to its lineup: Coca-Cola Consolidated, the country’s largest Coca-Cola bottler. Headquartered in Charlotte, North Carolina, Coca-Cola Consolidated will serve as the official soft drink partner of Bubba Wallace and the No. 23 Toyota Camry XSE.
The full-season associate sponsorship includes branding on Wallace’s car and various fan and community engagement initiatives. Among those are a series of events at universities across the Carolinas, where Wallace and 23XI pit crew members will connect with students, including student-athletes and those in STEM programs. These events will offer behind-the-scenes access to 23XI’s Airspeed facility and give young fans a deeper look into the world of NASCAR.
“We’re excited to welcome Coca-Cola Consolidated to the 23XI family,” said team president Steve Lauletta. “They’ve made a real difference in the communities they serve, and we’re looking forward to partnering on programs that open the doors of our sport to college students and fans alike.”
Heather Hucks, Coca-Cola Consolidated’s VP of Consumer Connections, added, “We’re honored to team up with 23XI Racing. Race fans bring an unmatched energy, and we’re excited to help create memorable experiences.”
Beyond NASCAR, Coca-Cola Consolidated is active across multiple sports, with partnerships in the NFL, NBA, NHL, and more.