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MARTINSVILLE, VIRGINIA – OCTOBER 25: Bubba Wallace, driver of the #23 Xfinity Mobile Toyota, looks on during practice for the NASCAR Cup Series Xfinity 500at Martinsville Speedway on October 25, 2025 in Martinsville, Virginia. (Photo by David Jensen/Getty Images)
Xfinity and 23XI Racing expanded their partnership on January 20, 2026. They have strengthened a relationship that has grown since 23XI entered the NASCAR Cup Series.
Found something we haven’t done yet in NASCAR, imagine that.
We’re proud to announce an expanded partnership with @23XIRacing and will be No. 23 team’s primary sponsor for the #Daytona500! pic.twitter.com/sv1Ibjtj3M
— Xfinity Racing (@XfinityRacing) January 20, 2026
Xfinity will debut its first fully branded NASCAR Cup Series car in the Daytona 500. This move marks a significant milestone for Xfinity. The expanded partnership highlights Xfinity’s long-term commitment to 23XI Racing, the NASCAR Cup Series, and fan engagement. It also extends Xfinity’s presence across both full-time Cup teams.
Xfinity to debut first branded NASCAR Cup car at Daytona 500
Xfinity will debut its first-ever branded NASCAR Cup Series car in the season-opening Daytona 500 at Daytona International Speedway. The company will appear as the primary paint scheme on Bubba Wallace’s No. 23 Toyota Camry XSE for the race. The Daytona 500 remains NASCAR’s most recognizable event.
The Daytona 500 marks the first time Xfinity appears as the primary sponsor on a Cup Series car in this event. After Daytona, Xfinity will serve as Wallace’s majority primary partner throughout the 2026 NASCAR Cup Series season. Multiple races will feature the Xfinity-branded No. 23 car. This gives Xfinity season-long visibility and deeper integration with the team.
The partnership also includes continued support of 23XI Racing’s second Cup entry. Xfinity will remain a primary partner with Tyler Reddick and the No. 45 Toyota for select races during the 2026 season. This extends Xfinity’s on-track presence across both teams.
Bubba Wallace highlights deeper fan connection
The expanded partnership places Bubba Wallace at the center of Xfinity’s Cup Series efforts in 2026. Wallace will carry the Xfinity brand as the majority primary partner on the No. 23 Toyota Camry XSE. This starts with the Daytona 500 and continues through multiple races during the season.
Wallace said the partnership allows fans to feel closer to the team and the work done throughout the year.
“Having Xfinity on the car for the Daytona 500 and doing more with our team for the 2026 season is an incredible honor. What really excites me is how this partnership gives fans a front-row seat to everything we do. They’re right there for every mile of the season, celebrating the milestones, and feeling like part of the team. Xfinity’s support gives us the resources to compete at the sport’s biggest stages while keeping fans at the heart of every race.”
The agreement provides long-term backing for Wallace and the No. 23 team. They will compete across NASCAR’s top level.
Technology investment strengthens on-track performance.
The expanded partnership builds on Xfinity’s continued investment in 23XI Racing’s competition and infrastructure. That support includes the previously announced Xfinity Speed Center. The Speed Center provides the organization with advanced technology and performance resources.
Jessica Muir, Senior Director of Brand Partnerships & Amplification at Comcast, said the partnership has focused on innovation and fan connection since its beginning.
“From day one, our partnership with 23XI Racing has been about imagining what’s possible in the sport and creating experiences that connect fans to the moments that mean the most to them. This extension reflects our long-term belief in this team, in Bubba and Tyler, and in our fans. We’ll be celebrating a historic milestone with our first-ever branded car in the Daytona 500 and showing fans what’s possible when imagination meets momentum as we continue to invest in the future of NASCAR.”
The expanded effort supports 23XI Racing’s goal to compete at the highest level. It also brings fans closer to the action both on and off the track.
Dogli Wilberforce is a sports writer who covers NASCAR, Formula 1 and IndyCar Series for Heavy Sports. With bylines at Total Apex Sports and Last Word on Sports, Wilberforce has built a reputation for delivering timely, engaging coverage that blends sharp analysis with accessible storytelling. Wilberforce has covered everything from major football transfers to fight-night drama, bringing readers the insight and context behind the headlines. More about Dogli Wilberforce
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