Team presidents Denny Hamlin and Michael Jordan admit unconventional approach snubbed core NASCAR fans

It’s no secret that 23XI Racing adds a different flavor to NASCAR Cup Series racing. With Michael Jordan and Denny Hamlin at the helm, the team tried new things again and again. While Bubba Wallace and Tyler Reddick’s partnership on the track is on the rise, the action off the track is on a different level entirely.

With a wealth of experience, 23XI Racing President Steve Lauletta has played a vital role in making the team even more important. In his words, the success behind it lies in an approach supported by both owners, which is anything but conventional.

Denny Hamlin and Michael Jordan’s team confident in sticking with new ideas

It’s hard enough to promote a team in this day and age, especially with so much competition everywhere. In this case, out-of-the-box approaches often work. Luckily, 23XI Racing President Steve Lauletta seems to be an expert on this, as he does an excellent job.

He thinks the unconventional approach really helps compared to other cup teams. He told Racer.com in an interview, “We’re trying to do something different and that’s resonating. You can see it in everything from the design of our transporters to the influencers we have on the track, our partners, the shows we do and the content we do to it. “We ask ourselves every day how we can stand out. “

What Lauletta said makes sense. 23XI Racing gave its logo a new look last November and did something unusual at the Daytona 500 earlier this year. NASCAR’s initiative to offer a first-of-its-kind garage hospitality service to sponsors and other guests is welcomed with enthusiasm by 23XI Racing.

The team’s area features plants in a large rectangular structure in front of the reception area. The area also features 23XI tables, upholstered chairs and high-top tables and chairs. More interesting is a bar-like setup that only serves non-alcoholic drinks and food.

In Lauletta’s words, the idea was met with great success. He said, “We get a lot of people talking because we have this sophisticated and elevated look. If we’re going to do something, we do it to the best of our ability and, again, we want to be different from everyone else. Our brand is different . Not just to be different, but to do it in a way that tells everyone why 23XI Racing is what it is.”

Beyond that, Lauletta gained a better understanding of the team’s goals. In fact, he explained how 23XI Racing is committed to bringing more non-NASCAR fans into the NASCAR arena. He said, “Yes, we want the core fans of NASCAR to be able to root for Tyler, Bubba and our team, but we also want to be at the forefront and bring different fans to the sport.”

“Whether it’s because they followed Michael Jordan’s career or because they support some of our partners who are more casual sports fans who say, ‘Hey, this is a NASCAR team that I can take care of and cheer for. team.’ It’s been working. Our 23XI Racing fan base is a little different than traditional NASCAR fans. I think we’re balancing the two and it’s a good place to be.“

While it’s an interesting approach, Lauletta has some more surprising news for loyal 23XI Racing fans.

Steve Lauletta remains cautious about third car this season

Last year, Bubba Wallace and Tyler Reddick both finished in the top 12. While this is an amazing achievement, 23XI Racing has never limited itself to trying it out with three cars in a given race. Last year the third car was filled by Kamui Kobayashi and Travis Pastrana, so there are similar expectations for 2024.

While news continues to circulate that 23XI Racing is designing a third race car, Steve Lauletta has added some sparkle to the mix. He said, “Yeah, I think you’ll see an announcement this week. We plan to play a few races again in our third entry. No details to share yet, but we’re excited.”

Furthermore, Lauletta said, “This is another step for us to balance the opportunity for our team to maybe not go to the racetrack all the time and go to the racetrack. It’s an opportunity to balance the extra work required for Airspeed to prepare for a third entry. “We feel like continuing with the right fit Working with the right partners and the right drivers is a good thing for us, and you’ll see some news soon. “

It will indeed be exciting to see what the team of Denny Hamlin and Michael Jordan come up with next. With so many positive ideas on the horizon, 23XI Racing will undoubtedly be an exciting watch for fans in 2024.