• Loading stock data...
Wednesday, June 18, 2025

Bubba Wallace and the Importance of Brand Building

Darrell “Bubba” Wallace at the 2018 Daytona 500 (Image via Yahoo Sports)

Darrell “Bubba” Wallace at the 2018 Daytona 500 (Image via Yahoo Sports)

Darrell “Bubba” Wallace Jr. is already among NASCAR’s most popular drivers — with only nine career Cup starts. Maybe because he is the first full-time African American NASCAR Cup Series driver since 1971; maybe because he is driving Richard Petty’s iconic No. 43 car; or maybe it is because of his extroverted, passionate personality that many people connect with.

Whichever identifier one thinks about when they think Bubba Wallace, it boils down to branding. Wallace is actively creating his own solidified and sound brand in the sport.

NASCAR Productions and Facebook Watch recently put together an eight-piece docu-series of Wallace’s life leading up to the Daytona 500, chronicled “Behind The Wall: Bubba Wallace”.

“For years to come, fans will remember Bubba Wallace’s performance in the 60th running of the DAYTONA 500,” said Evan Parker, NASCAR managing director, content strategy. “On Facebook Watch, we’re giving fans unfiltered access to a NASCAR star in the making — straight from the perspective of Bubba himself.”

This was Facebook Watch’s first venture into NASCAR, and Parker knows it was a good opportunity for fans everywhere.

“We know fans consume content in a lot of ways,” said Parker. “Fans want to be entertained in as many ways as possible and whenever. Specifically for that platform [Facebook], it’s easy and we knew it was important to be there.”

Wallace’s second-place finish in itself is a good brand indicator, as people and the sports community everywhere have already engaged on social media.

“No matter the sport, outgoing personalities will always create attention for that said sport,” said Tim Rebich of Centerfold Agency. “Fans and the media are attracted to the storyline and impact on the sport that they potentially create.”

Image via: Behind The Wall: Bubba Wallace, Facebook Watch

Many people in the NASCAR community were drawn to Wallace’s story as he raced for Roush-Fenway in the 2017 Xfinity Series but did not have enough sponsorship to run the full season. Then, Richard Petty took the chance on hiring him; the rest is history.

Branding to most comes down to perception, talent, and personality. To NASCAR fans and sports fans alike, athletes with outgoing and creative personalities tend to shine through to the public.

In a 2016 Bleacher Report story, J.J. Watt ranks among the top on athlete brands. Watt uses social media to connect with audiences, strives to be organic, and also helped raise millions after Hurricane Harvey.

Wallace, fairly new to the minds of many, regularly tweets organic content and even reaches out to possible sponsors. Social media and outside branding are just the tools Rebich knows athletes must utilize now to elevate themselves.

“Different brand alignments will also support the building of their own personal brand,” said Rebich. “The content shared via social or other channels can show their real personality, which creates a quicker connection to the fans.”

NASCAR is currently the only American sport to have included an African American, a Hispanic, and a woman competitor in a single event — the 2018 Daytona 500.

“NASCAR absolutely has the opportunity to draw a new fan base,” said Rebich, confident in the organization’s ability to promote. “It just depends on what they do from here to go along with the personality to create NASCAR fans for life.”

Through possible public relations campaigns and various culture highlights, NASCAR could be on pace to set a new precedent.

NASCAR is currently in talks with Facebook, and Parker is confident Facebook will want to continue being onboard of a story like Wallace’s, bringing content to the No. 43 driver, and NASCAR completely. The exposure has even lead to an outpouring of support for Wallace’s future.

“His sponsors are getting tons of exposure, it reveals himself fully, and Richard Petty Motorsports has already received six or so inquiries from potential sponsors wanting to help in some way after seeing his docu-series.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 8, 2025; Brooklyn, Michigan, USA; NASCAR Cup Series driver Denny Hamlin (11) celebrates with his team, holding up three fingers, one for each of his victories at Michigan International Speedway, after winning the FireKeepers Casino 400.

Judge Urges Michael Jordan, Co-Plaintiffs to Settle With NASCAR

Jordan’s racing team filed a co-suit in October alleging antitrust practices.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.

Featured Today

August 31, 2024; Columbus, Ohio, USA; The Goodyear blimp flies over Ohio Stadium during the first half of Saturday’s NCAA Division I football game between the Akron Zips and the Ohio State Buckeyes.

Why the Goodyear Blimp Is at Every Major Sports Event

The airship wasn’t built to cover sports. Now it’s a regular presence.
May 27, 2015; Paris, France; Mirjana Lucic-Baroni (CRO) knocks the clay off her shoe during her match against Simona Halep (ROU) on day four of the French Open at Roland Garros
June 4, 2025

Roland-Garros’s Iconic Red-Clay Surface Is a Precise Alchemy

The exact science behind maintaining the French Open’s red clay.
Alex Jensen introductory press conference on Monday, March 17, 2025.
June 3, 2025

Alex Jensen Started Utah Utes HC Job While Still Coaching the Mavs

How Jensen began building an NCAA program while patrolling the Dallas sideline.
May 31, 2025

PSG and the City of Paris Can Join European Soccer’s Elite

What a maiden Champions League title would mean for the French club.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.