Whitlock: Michael Jordan is NASCAR’s ‘Race Jam’ comeback strategy

When a garage pull rope that was shaped like a noose was discovered in Bubba Wallace’s garage at the Talladega Superspeedway in 2020, the media had a field day.

Despite the FBI determining Wallace was not the victim of a hate crime, NASCAR’s reputation was tarnished.

Now, according to BlazeTV host Jason Whitlock, NASCAR is “fixing its popularity problem” with Michael Jordan.

Jordan joined NASCAR in 2020 and is making history in the sport after his 23XI Racing team won its third straight NASCAR race to start the 2026 season.

“There’s nothing that the media, mainstream media, loves more than a racial story, and Michael Jordan and Tyler Reddick are making a lot of history in a sport that has a lot of so-called racial baggage,” Whitlock says.

“Around 2006, 2007, NASCAR fell off a cliff in terms of popularity and visibility and just relevance and traction. Most people attributed that fall-off to the stock market crash in 2007 and that the hundreds of thousands of fans that would go from city to city to city with NASCAR, they lost their economic stability,” he explains.

“And that’s what most people believe gutted NASCAR. I’m going to posit a theory that, yes, the economic collapse played a role, but the economic collapse was about gutting all of the working class. And NASCAR built its reputation on southern rednecks, working-class people, you know, heart of America people,” he says.

“There was one path back, that NASCAR had to place the race card. They had to create ‘Race Jam.’ They tried to do it with Bubba Wallace. Bubba Wallace is a weak, inferior driver. He’s no good. And so, they couldn’t do it with Bubba,” he continues.

But Michael Jordan is different.

“The guy stepped away from basketball 25 years ago, hasn’t lost a bit of relevancy, and it’s Michael Jordan, and they’ve injected him into NASCAR, and they’ve injected that storyline into NASCAR,” Whitlock says. “And I think it’s going to produce results.”

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