PROSPORT was instrumental in forming and launching 23XI Racing, the highly successful upstart NASCAR Cup Series race team co-owned by sports icon Michael Jordan and PROSPORT client Denny Hamlin. With the rise of the social justice movements, PROSPORT client Bubba Wallace became a change agent for the sport, using his voice on national media interviews to ban the Confederate flag and bring NASCAR together. The national interest in Wallace sparked the idea of starting a new race team with Hamlin and Jordan, long-time friends, as owners and Wallace as the driver. PROSPORT worked tirelessly with Hamlin, Toyota and Michael Jordan's Jump DC management team to form and lead the start-up of 23XI Racing, signing Wallace as the driver of the No 23 car. In doing so, Jordan became first Black, majority NASCAR team owner in 50 years. PROSPORT secured the team sponsorship to fully fund the team, bringing on corporate sponsors DoorDash, McDonald's, Root Insurance and Columbia Sportswear. Lastly, PROSPORT pulled together the concept and production team to pitch NETFLIX on a documentary series on Wallace and the first season of the new 23XI Racing team in 2021. The series entitled “RACE Bubba Wallace” won a Sports Emmy for Outstanding Documentary Series (Serialized).
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