With Bryson DeChambeau wearing the DraftKings logo on his cap and on his bag this week at the PGA Championship at Kiawah Island, South Carolina, another athlete will be sporting the gaming company’s logo starting Sunday.

DraftKings, already an official daily fantasy partner of NASCAR, announced Thursday it will become the first official sports betting, daily fantasy sports and iGaming partner of 23XI Racing and NASCAR Cup Series driver Bubba Wallace.

The NASCAR racing team is co-owned by former NBA great and current Charlotte Hornets owner Michael Jordan, who is also an adviser to the DraftKings board of directors.

The DraftKings partnership will debut at Sunday’s EchoPark Automotive Texas Grand Prix at Circuit of the Americas in Austin, according to a news release.

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“Joining forces with the 23XI Racing organization near the beginning of its growth makes this collaboration all the more impactful for DraftKings,” Ezra Kucharz, chief business officer at DraftKings, said in the release. “Beyond the brand and product integrations of this deal, we also greatly admire Bubba Wallace’s ongoing advocacy for social justice and Inclusion, equity and belonging efforts because they align perfectly with our company values.”

The new deal allows both companies to promote an in-app experience for racing fans, and they will also collaborate on a cross-channel social media content video series that has race previews and data presented by DraftKings, the release said.

“I’m excited to see what we are capable of creating together as we welcome DraftKings to the 23XI Racing family,” Wallace said. “As a big fan of the company, this relationship marks a historic moment as we integrate with a leader in sports technology and entertainment to enhance the experience of racing fans across the board.”

Pocono Race Free-to-Play Pool

DraftKings will also be the primary partner of the Wallace’s No. 23 Camry at the NASCAR Cup Series race at Pocono Raceway on June 27 and will also have on its site a free-to-play pool ahead of the event with custom prizes featuring merchandise signed by Wallace, the release said.

“As we continue to build the foundation of 23XI Racing, it’s important for us to add brands that align with our values both on and off the track,” interim 23XI Racing President Steve Lauletta said in the release. “Adding DraftKings allows us to bring unique experiences to our fans as we continue to grow our reach showcasing our team to fans outside the NASCAR platform, as well as work together in support for social justice and other inclusion, equality and belonging efforts.

”We’re looking forward to having DraftKings be a part of the growth of 23XI Racing and seeing them on the track at Pocono for their primary race.”

Last week, Wallace finished 11th in the Drydene 400 and his best finish this season has been runner-up at the non-points Bluegreen Vacations Duel 2 at Daytona on Feb. 11.

DraftKings’ deal with DeChambeau was announced last November just before the Masters. The tournament had moved to the fall because of the coronavirus pandemic.

BetMGM Has Deal With Richard Childress Racing

In early February, before the Daytona 500, Richard Childress Racing announced a partnership with BetMGM. At the time, the two companies said the partnership is the first of its kind between a NASCAR team and a sports betting operator.

BetMGM has collaborated with RCR on a variety of marketing opportunities, including primary sponsorship for select races during the 2021 NASCAR Cup Series. It will also be the official sports betting operator of Richard Childress Racing.

The deal between BetMGM and RCR started at Daytona International Speedway with an associate partnership on RCR’s No. 3 Chevrolet driven by Austin Dillon, as well as the No. 8 Chevrolet driven by Tyler Reddick.