23XI Racing, the NASCAR team co-owned by billionaire NBA legend Michael Jordan and NASCAR star Denny Hamlin, has expanded and strengthened its bond with Upper Deck, a globally recognized name in entertainment and sports collectibles. This multi-year expansion deal marks a significant step for both parties, ensuring Upper Deck’s deeper involvement in NASCAR through exclusive trading cards and racing memorabilia.
Upper Deck Strengthens Ties With 23XI Racing
For over three decades, Upper Deck has been a leader in the sports collectibles industry, producing high-quality trading cards, autographed memorabilia, and limited-edition merchandise for leagues like the NHL, NBA, and NFL. Their collaboration with 23XI Racing began in 2024, and this latest agreement will see them further investing in NASCAR’s growing popularity.
As part of this expansion, Upper Deck will debut with Corey Heim in its lineup this season for the Xfinity Series after being announced as the first development driver for 23XI Racing.
Meanwhile, Tyler Reddick, one of NASCAR’s most well-known drivers, will continue to have Upper Deck as the primary sponsor for his No. 45 Toyota Camry XSE. This partnership highlights Upper Deck’s commitment to supporting 23XI Racing’s top talents.
Upper Deck 🤝 23XI
The expanded multi-year collaboration will continue to highlight Upper Deck on-track with 23XI drivers and feature Upper Deck Authenticated memorabilia and race-used collectibles. pic.twitter.com/v6DWNYvQ1g
— 23XI Racing (@23XIRacing) February 27, 2025
What This Means for NASCAR and Its Fans
Sponsorship deals like this play a crucial role in keeping NASCAR teams financially competitive while enhancing fan engagement. With Upper Deck’s strong presence in the sports memorabilia world, NASCAR is set to reach new audiences, including sports card collectors who may not have followed the sport before.
For fans, this means more exclusive 23XI Racing trading cards, signed merchandise, and limited-edition memorabilia featuring their favorite drivers.
From a business perspective, this deal reinforces Jordan’s long-term vision for 23XI Racing. By aligning with well-established brands, the team is ensuring financial stability and increased visibility within the sport. With NASCAR continuing to expand its fan base, partnerships like this are essential in growing its commercial footprint.
With Upper Deck expanding its involvement, 23XI Racing is positioned for even greater success, both on and off the track. Fans can expect exciting new merchandise, exclusive collectibles, and an even stronger presence of 23XI Racing in NASCAR’s growing market.
