NASCAR is riding a massive wave of cultural relevance. The sport is drawing fresh eyeballs from completely different corners of the entertainment universe.
With global icon Michael Jordan continuing to elevate 23XI Racing’s presence and content creator-turned-driver Cleetus McFarland pulling in a new wave of fans, the sport is suddenly back in a much bigger spotlight.
It’s a rare blend of mainstream star power and grassroots energy that Veteran Kenny Wallace believes is creating a level of attention NASCAR simply hasn’t seen in a long time.
Kenny Wallace Hails Michael Jordan and Cleetus McFarland for Driving NASCAR’s Surge in Attention
Wallace pointed out this undeniable momentum in a recent episode of his “Coffee With Kenny” program. He credited the global sporting icon and the digital superstar for forcing the world to pay attention to NASCAR on a whole different level.
“I said NASCAR has not received this much attention,” Wallace noted. “I don’t know how many years. When was the last time NASCAR received this kind of attention?”
Wallace hit on a fundamental shift happening in the garage. The sport is no longer relying strictly on its traditional southern base. It is importing massive external audiences through high-profile ownership and unconventional driver development.
Michael Jordan brings an unmatched level of global prestige to any venue he enters. His involvement in NASCAR goes far beyond a simple celebrity endorsement or a vanity project. Jordan and co-owner Denny Hamlin have built 23XI Racing into a legitimate championship-contending organization since entering the Cup Series in 2021.
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“They’ve won five races: four with Tyler Reddick, one with Denny Hamlin,” Wallace said, praising the historic 2026 success surrounding Jordan’s 23XI Racing and his co-owner’s simultaneous efforts at Joe Gibbs Racing.
The sight of Jordan celebrating in Victory Lane generates immediate crossover appeal. When the greatest basketball player in history jumps on the pit box to hug his driver, the highlights blanket every major sports network in the country. NASCAR cannot buy that kind of organic marketing.
While Jordan pulls in the traditional sports fan, another figure is capturing the internet generation. Garrett Mitchell built an automotive empire under his “Cleetus McFarland” persona. He boasts over 4.6 million subscribers on YouTube by pushing heavily modified drag cars to terrifying limits.
McFarland even purchased an abandoned paved oval in Bradenton, Florida, transforming it into the highly successful Freedom Factory. He recently traded his viral straight-line speed for heavy stock cars.
McFarland made his highly anticipated debut in the NASCAR O’Reilly Auto Parts Series at Rockingham Speedway, driving the No. 33 Chevrolet for Richard Childress Racing. He also secured a career-best fourth-place finish in the ARCA Menards Series East race that same weekend in North Carolina.
“Now, Cleetus McFarland,” Wallace explained. “When you look at what they can bring to the sport, it’s like NASCAR has no choice but to acknowledge the greatness involved in NASCAR right now.”
Bringing McFarland into the national touring series is a brilliant strategic move for Richard Childress. His digital audience consumes automotive content constantly, but might not spend Sunday afternoons watching Cup Series races.
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Putting McFarland behind the wheel of a competitive machine instantly converts millions of internet car enthusiasts into stock car fans.
The combination of a billionaire sports legend and a grassroots internet hero perfectly illustrates NASCAR’s current trajectory. The sport is aggressively expanding its footprint by inviting new personalities into the fold. The grandstands will remain packed as long as the garage continues welcoming outside disruptors who know how to put on a show.
