DAYTONA BEACH, Fla. \u2014 A few weeks ago, 23XI Racing co-owner Denny Hamlin addressed his team\u2019s competition department and reminded everyone of a unique motivational opportunity.<\/p>\n
\u201cDo you guys understand the responsibilities that you have, that you have the power to bring joy to Michael Jordan?\u201d Hamlin said of his 23XI co-owner. \u201cYou have that power. Nobody else can do it. There\u2019s nothing else that can bring him the joy that seeing his team (win) can do.\u201d<\/p>\n
NASCAR is that powerful for Jordan, who has said stock car racing is the way for him to get his post-NBA competitive fix.<\/p>\n
Sure, there\u2019s always the golf course for some trash talk and taking his friends\u2019 money. But on a professional sports stage, with real stakes and the adrenaline flowing?<\/p>\n
Jordan\u2019s heart races for NASCAR.<\/p>\n
That was obvious in Daytona International Speedway\u2019s victory lane on Sunday, as Jordan embraced his Daytona 500-winning driver Tyler Reddick<\/a> and exchanged giddy high-fives with team members. This felt \u201clike winning a championship, like a huge championship,\u201d Jordan told The Athletic.<\/p>\n What better endorsement could NASCAR possibly ask for? The world\u2019s most popular athlete, a global icon, getting this excited about a sport that has struggled to break out beyond its niche bubble \u2014 there\u2019s no dollar amount that can be put on that.<\/p>\n Except until two months ago, NASCAR couldn\u2019t even embrace the opportunity. Soon after Jordan became the majority owner of 23XI Racing, he and business partner Curtis Polk found themselves at odds with NASCAR\u2019s old-school financial model.<\/p>\n They eventually tried spearheading negotiations for a change to the business of the sport and got other teams on board, but ultimately failed as NASCAR held steadfast and stubborn. It took a federal antitrust lawsuit and bitter two-week trial to ultimately get Jordan a favorable settlement \u2014 which has now changed the future for all NASCAR teams<\/a> with permanent, franchise-like \u201ccharters.\u201d<\/p>\n Until the moment of the settlement in December, in which NASCAR and Jordan locked arms and pledged to move forward together<\/a>, NASCAR could barely acknowledge Jordan\u2019s presence. And NASCAR certainly couldn\u2019t use it as a selling point for why the general public should pay attention to its races.<\/p>\n