Michael Jordan has largely stepped away from the basketball spotlight to focus on NASCAR.
The NBA icon co-owns 23XI Racing with Denny Hamlin, and Jordan is far from a figurehead. NASCAR CEO Steve O’Donnell celebrated Jordan’s “all in” commitment to the sport at Tuesday’s Front Office Sports Tuned In media summit.
“He shows up at every race. He’s passionate about the sport, and for NASCAR, you can’t pay for that,” O’Donnell said about Jordan. “You can bring celebrities or athletes to the race who may or may not be [racing] fans, but he’s a true fan, and he cares about the sport.”
“We’re excited to have him”
Mandatory Credit: Gary A. Vasquez-Imagn Images
Some may feel that involvement pales in comparison to Jordan’s NBA presence. NBC teased a media role for Jordan before the 2025-26 season, but it amounted to just one pre-recorded interview with broadcaster Mike Tirico.
Jordan remains a minority owner of the Charlotte Hornets despite recently selling his majority share. Earlier this year, the six-time champion still attended the Daytona 500 on the same day as the NBA All-Star Game.
“Even during the NBA All-Star Game, Michael was with us at a NASCAR race. That shows his passion,” O’Donnell said. “He’s invested in the sport, he’s a winner, and he wants to see his team win, so we’re excited to have him.”
O’Donnell’s praise comes after NASCAR and 23XI Racing engaged in a drawn-out legal dispute. Jordan’s team and Front Row Motorsports accused NASCAR of antitrust violations after refusing to sign a charter agreement presented to them in 2024.
NASCAR, 23XI, and FRM reached a settlement in December that introduced evergreen charters to guarantee race entry and a larger share of revenue. O’Donnell reflected on the situation, insisting that Jordan’s dedication to NASCAR didn’t waver throughout the ordeal.
“Being in a courtroom, looking across and seeing Michael Jordan was just a little bit odd,” O’Donnell said. “But even during that time, and at the end of that trial, we had a discussion about the fact that he was all in, and so are we.”
