Michael Jordan is coming to NASCAR? Yes, Michael Jordan — global icon, global brand — is coming to NASCAR.
He’ll offer more than just star power and needed diversity. In teaming up with Toyota, which can supply top-line cars and technology, he’ll give an intriguing, and potentially groundbreaking, landing spot for Bubba Wallace, the sport’s lone African American driver who will sign to drive for him.
“Historically, NASCAR has struggled with diversity and there have been few Black owners,” Jordan said in a statement. “The timing seemed perfect as NASCAR is evolving and embracing social change more and more. In addition to the recent commitment and donations I have made to combat systemic racism, I see this as a chance to educate a new audience and open more opportunities for Black people in racing.
“In addition to the recent commitment and donations I have made to combat systemic racism, I see this as a chance to educate a new audience and open more opportunities for Black people in racing.”
For a sport desperate to expand the demographics of its fan base, you probably couldn’t draw up a better partnership.