Bubba Wallace Lands Iconic Sponsorship Deal For Rest Of 2026 Season

Originally posted on The Spun | By Chris Rosvoglou | Last updated May 1, 2026 3:41 PM ET

Bubba Wallace and 23XI Racing are reuniting with a familiar brand for the remainder of the 2026 season.

It was confirmed this Friday that Coca-Cola will be the exclusive beverage partner for Wallace and the No. 23 team. He'll receive a co-branded paint scheme from Coca-Cola and Hardee’s for the Cup Series race at Watkins Glen International on May 10. Additionally, he'll have the iconic brand featured on his fire suit and equipment.

As you'd imagine, Wallace is thrilled about landing this partnership with Coca-Cola.

"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 had this to say about the deal: "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.

It's been a steady season for Bubba.

Wallace is putting together a nice season for 23XI Racing. He's currently 12th in points and has a real chance to pass up William Byron, Brad Keselowski and Christopher Bell in the coming weeks.

Make no mistake though, Wallace has aired out a few complaints during this season.

"What’s annoying is the mad dash at short tracks when it’s choose time (on the lap before the race resumes, drivers pick a lane to choose where to restart the race). 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," Wallace said. "And then the choose cone being so close to the start/finish line at road courses — COTA, Sonoma — there are different straightaways we could use. We wait until the last little bit, and that’s it."

The Cup Series will resume this Sunday at Texas Motor Speedway. We'll see if Wallace gets his first win of the season.

This article first appeared on The Spun and was syndicated with permission.

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