Michael Jordan's Daytona 500 Victory Fuels NASCAR Buzz

23XI Racing's win and a nationwide media tour helped deliver the most-watched Daytona 500 since 2023.

Published on Feb. 22, 2026

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Nearly five decades after the 1979 Daytona 500 catapulted NASCAR into the national spotlight, the sport is once again generating significant buzz following Michael Jordan's 23XI Racing team winning the 2026 Daytona 500 with driver Tyler Reddick. The victory and subsequent media tour have helped drive the most-watched Daytona 500 since 2023, raising hopes that NASCAR can recapture its former popularity.

Why it matters

Michael Jordan's entry into NASCAR as a team owner in 2021 has already brought increased attention to the sport, both on and off the track. His Daytona 500 victory, the first for his 23XI Racing team, has the potential to further boost NASCAR's popularity and reach new audiences who may not have previously followed the sport.

The details

Tyler Reddick's victory for 23XI Racing snapped his 38-race winless streak and triggered a whirlwind media tour for the Daytona 500 champion, including appearances on national TV shows and events. The race itself averaged 7.489 million viewers on FOX, an 11% increase over 2025 and the most-watched Daytona 500 since 2023, peaking at 9.15 million viewers and outperforming the Winter Olympics in its timeslot.

  • The 2026 Daytona 500 took place on February 22, 2026.
  • Michael Jordan entered NASCAR Cup racing as a team owner in 2021.

The players

Michael Jordan

A legendary NBA player and the co-owner of 23XI Racing, one of the most famous athletes of all time who has brought increased attention to NASCAR since entering the sport.

Tyler Reddick

The driver who won the 2026 Daytona 500 for 23XI Racing, ending a 38-race winless streak.

Jim France

The NASCAR Chairman and CEO who congratulated Michael Jordan in victory lane after the 2026 Daytona 500.

Denny Hamlin

The co-owner of 23XI Racing along with Michael Jordan, who wants to return NASCAR to the days of sold-out grandstands and suites.

Deb Williams

A veteran motorsports journalist who has covered NASCAR for decades and provided historical context for the significance of the 2026 Daytona 500 victory.

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What they’re saying

“Getting to tell them about Michael and to tell them about NASCAR.”

— Tyler Reddick, Daytona 500 Champion

“We want to return the sport to the days when the grandstands and suites were sold out for every event.”

— Denny Hamlin, Co-Owner, 23XI Racing

What’s next

NASCAR will look to build on the momentum from the 2026 Daytona 500 as the season progresses, hoping to attract new fans and recapture the sport's former popularity with sold-out events and increased corporate sponsorship.

The takeaway

Michael Jordan's entry into NASCAR and his 23XI Racing team's Daytona 500 victory have the potential to reignite widespread interest in the sport, much like the iconic 1979 Daytona 500 did nearly five decades ago. The increased viewership and media attention could mark a turning point for NASCAR's popularity if the sport can capitalize on the momentum.