Chumba Casino expands partnership with 23XI Racing in multi-year NASCAR deal
Chumba Casino is extending its sponsorship with 23XI Racing, deepening collaboration with Michael Jordan and Denny Hamlin’s NASCAR team across marketing.
Chumba Casino, the online social casino platform operated by the Play Studios portfolio, is expanding its relationship with 23XI Racing in a strengthened, multi-year commercial partnership that will continue across NASCAR’s premier circuit beginning with the 2026 season.
The enhanced deal builds on an initial sponsorship that saw Chumba’s branding on the No. 23 Toyota Camry driven by Erik Jones, adding broader marketing activations, fan engagement elements, and an elevated race-weekend presence for the Las Vegas-based casino brand.
Putting Chumba Casino Front and Center With 23XI Racing
Under the expanded agreement, Chumba Casino’s logo will continue to appear prominently on the No. 23 car, a key asset for brand visibility in NASCAR’s top tier, while Play Studios and 23XI Racing will collaborate on a range of fan-facing initiatives.
These enhancements include:
- Race weekend activations aimed at bringing Chumba’s products and experiences closer to motorsports fans.
- Digital and social content series designed to engage audiences across platforms and tie into 23XI Racing’s growing fanbase.
- Cross-promotional opportunities that leverage both teams’ audiences, tying casino promotions to on-track performance and storytelling.
The extended partnership demonstrates Chumba’s commitment to NASCAR’s promotional ecosystem and reflects the sport’s continued attractiveness as an engagement vehicle for entertainment and gaming brands.
Why the Partnership Matters to Both Sides
For Chumba Casino, the expanded deal provides:
- Increased visibility among NASCAR’s passionate, affluent fan base.
- A platform to reach potential customers in key demographic segments aligned with its social casino offerings.
- High-impact brand placement at marquee events throughout the season.
For 23XI Racing, the extended sponsorship underscores continued investor confidence and commercial growth in the team’s brand.
Co-owned by NBA legend Michael Jordan and NASCAR star Denny Hamlin, 23XI has quickly become one of the sport’s most recognizable outfits, making it an appealing partner for lifestyle and entertainment sponsors.
The collaboration also reflects broader trends in NASCAR, where digital-first and lifestyle brands increasingly seek integrated partnerships that go beyond simple logo placement and into creative content, events and fan experiences.
A Growing Trend: Gaming Brands in Motorsports
Chumba Casino’s expanded deal follows a wave of betting sites and online casinos investing in motorsports sponsorships that combine brand marketing with experiential activations.
Social casino platforms, which allow users to play casino-style games for fun, not real money, are increasingly embracing live events and sports partnerships to broaden their audience reach.
The NASCAR platform, with its broad demographic appeal and emotionally engaged fan community, offers sponsors opportunities beyond traditional advertising, including branded activations on-site, interactive content and sweepstakes tied to performance outcomes throughout the season.
This evolution demonstrates how brands outside classic consumer packaged goods and automotive categories are leveraging the visibility and excitement of motorsports to diversify their consumer touchpoints.
A Win-Win Expansion on Track and Off
Chumba Casino’s expanded partnership with 23XI Racing, anchored by increased branding on the No. 23 Toyota and a suite of fan engagement initiatives, represents a strategic deepening of ties between entertainment-oriented gaming brands and professional motorsports.
As both entities gear up for the 2026 NASCAR season, fans can expect to see even more collaboration and shared experiences that connect the excitement of the race track with interactive digital entertainment.
With motorsports sponsorships evolving into multifaceted partnerships, Chumba’s move signals that casino and gaming brands see continued value in NASCAR’s platform, both on and off the track.
Tags/Keywords
Players trust our reporting due to our commitment to unbiased and professional evaluations of the iGaming sector. We track hundreds of platforms and industry updates daily to ensure our news feed and leaderboards reflect the most recent market shifts. With nearly two decades of experience within iGaming, our team provides a wealth of expert knowledge. This long-standing expertise enables us to deliver thorough, reliable news and guidance to our readers.
Latest News
