Chumba Casino Expands Marketing Deal With Michael Jordan’s 23XI Racing
Posted on: January 7, 2026, 12:14h.
Last updated on: January 7, 2026, 01:29h.
- Chumba Casino and 23XI Racing have extended their marketing pact
- Chumba is a sweepstakes casino operating in many states across the country
- 23XI Racing is owned by Michael Jordan and Denny Hamlin
Social sweepstakes platform Chumba Casino is expanding its relationship with 23XI Racing, the NASCAR Cup Series team owned by Michael Jordan and Denny Hamlin.
Chumba has spent heavily on celebrity endorsements and sports marketing pacts in recent years. Following what the online casino called a “successful first year” of partnership with the 23XI team, which included Bubba Wallace’s win at the Brickyard 400, the Chumba paint scheme will return numerous times this year on the No. 45 Tyler Reddick car.
Reddick’s No. 45 Chumba Casino Toyota XSE will race in the season-opening Daytona 500 at the Daytona International Speedway on February 15, marking the first time a Chumba Casino-branded car will run in The Great American Race. Chumba’s deal with 23XI will additionally include promotions and activations with Wallace’s No. 23.
Wallace’s car will be decked out in Chumba Casino paint for the Brickyard 400, where he returns to defend his title at the Indianapolis Motor Speedway on July 26. Along with vehicle wraps for Reddick and Wallace, the Chumba Casino emblem will continue to be displayed on the drivers’ firesuits and team equipment throughout the season.
Chumba is part of VGW, or Virtual Gaming Worlds. The group’s other brands include LuckyLand Slots, LuckyLand Casino, and Global Poker.
23XI Racing debuted at the 2021 Daytona 500. Jordan famously wore the number 23 during his NBA Hall of Fame Career. The XI represents Hamlin’s No. 11, which he used during his NASCAR Cup career.
Social Casino Sponsors
Social casinos are controversial online gambling platforms operating across the country. State attorneys general, lawmakers, and gaming regulators say the sweepstakes casinos violate online gambling laws.
Platforms like Chumba Casino and its competitors, like Modo Casino, Stake, and MyPrize, have been issued cease and desist letters in numerous states.
Sweepstakes casinos claim to be free-to-play social gaming operators, but their offering of a secondary digital currency, often called sweeps coins, allows players to play interactive table games and online slot machines for real money. The sweepstakes allege that sweeps coins cannot be cashed out but only “redeemed.”
Chumba Casino has used its NASCAR partnership with 23XI to promote its online gaming business and mainstream social casinos. It isn’t alone.
Last year, Modo Casino sponsored Carson Hocevar’s No. 77 car for four NASCAR Cup Series races. Modo Casino is owned by ARB Interactive, which acquired Publishers Clearing House in 2025 and made Modo the “Official Social Casino of PCH.”
Sweepstakes Crackdowns
California, Connecticut, Delaware, Idaho, Montana, New Jersey, New York, Nevada, and Washington have all passed laws prohibiting online sweepstakes casinos from operating. Bills to ban dual-currency online social gaming casinos are likely to be considered this year in Minnesota, Massachusetts, Illinois, Missouri, Ohio, and Pennsylvania.
Many state gaming regulators and attorneys general have additionally issued sweepstakes casinos cease-and-desist orders, including in Arizona, Iowa, Louisiana, Maryland, Michigan, Minnesota, Tennessee, and West Virginia.
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