HomeSportsIconic Brand Returns to NASCAR in 2022

Iconic Brand Returns to NASCAR in 2022

by Maggie Schneider
Photo credit: Getty Images

This iconic brand returns to NASCAR in 2022 as the primary sponsor for Bubba Wallace. Hint: it’s The Breakfast of Champions.

NASCAR fans are gearing up for the 2022 races. With a new season comes more announcements every day about new sponsorships. One of these brands is making its iconic come back to the track with Bubba Wallace. This brand is Wheaties!

Wheaties, coined the “Breakfast of Champions,” is the primary sponsor for Bubba Wallace in 2022. This is a massive announcement for the brand. NASCAR fans remember seeing the bright orange Wheaties logo on Dale Earnhardt’s 1997 race car. In 2012, viewers watched Jeff Burton represent the brand. This was its most recent NASCAR appearance.

Wheaties is known for honoring their athletes’ hard work, and Bubba Wallace is no exception. His No. 23 Wheaties Toyota Camry TRD will be seen on the track on February 27, 2022, at Auto Club Speedway.

100 Years of Wheaties

Wheaties is partnering with 23XI Racing just in time for its 100th anniversary. The brand is releasing a special edition box featuring Michael Jordan tomorrow, December 14th, Not only is Jordan a legendary Basketball player, but he is the owner of 23XI Racing. He is the “first Black majority owner of a full-time race team in NASCAR’s premier series in nearly 50 years.”

This important piece of history inspires Bubba Wallace and his team.

“To be able to honor MJ as part of the Wheaties 100th anniversary celebration and have Wheaties join the 23XI Racing family is special for our team,” he says. “When you think of greatness, you think of Michael Jordan and his drive for excellence both on and off the court. His competitive nature and determination motivate me in my career every day. It is an honor of a lifetime to drive for MJ and rep the No. 23, a number that is such a big part of his legacy.”

A Wheaties Celebration

To celebrate the anniversary, the NASCAR star will be delivering the limited-edition boxes to fans all over Charlotte, North Carolina. Fans should be able to spot him easily – his ride will be a replica of the Wheaties-branded Toyota Camry.

It turns out that Michael Jordan has appeared on more Wheaties boxes than any other athlete thus far. Known as “The Wheaties’ Champion,” he made his first appearance on the box in 1988. Kathy Dixon, senior brand manager for Wheaties, explains why.

“A modern-day legend and inspiration for champions of all ages, Michael Jordan is an incredible athlete, humanitarian and entrepreneur,” Dixon says. “We are so proud to launch the next box in our anniversary series honoring one of the greatest sports stars and most-decorated Wheaties athlete in history.”

The “Michael Jordan Gold Foil Box” will be available online on the Wheaties webstore starting tomorrow at noon EST. The collectible box is $25.00.