• Loading stock data...
Sunday, July 13, 2025

How a Chicago Block Party Could Represent NASCAR’s Future

  • Bubba’s Block Party is part of NASCAR’s grander plans to reach more fans in more diverse demographics.
  • 23XI driver Bubba Wallace has been a leader in NASCAR’s diversity initiatives.
David Yeazell-USA TODAY Sports

CHICAGO — On Wednesday, Bubba Wallace, his team 23XI Racing, and NASCAR hosted the third Bubba’s Block Party, kicking off the first-ever Chicago Street Race weekend — which will culminate with The Loop 121 on Saturday, and the Grant Park 220 on Sunday.

The DuSable Black History Museum and Education Center — the oldest Black history museum in the United States — hosted a celebration of Black culture on Chicago’s South Side. Black-owned businesses and restaurants set up shop, barbers gave out free haircuts, and Chicago rapper Lupe Fiasco closed out the festivities with a concert.

“I think being in demographics like Chicago is massive,” Wallace told reporters before Wednesday’s event. “Going back to 2020, we’re showing that we’re not messing around — and we want to change for the better to allow all ages, races, disabilities, and whatnot to be a part of our sport with no boundaries, no hindrance there.”

That year was a turning point for NASCAR’s race relations. With the country on high alert as a result of COVID lockdowns and the murder of George Floyd, Wallace became the face of Black Lives Matter for stock car racing, urging NASCAR to ban the Confederate flag at races — which it did in June 2020.

But several weeks later, a knot in the shape of a noose was found in Wallace’s garage at Talladega Superspeedway. An FBI investigation found that Wallace wasn’t the subject of a hate crime — though NASCAR discovered that of the 11 garage stalls that had knotted door-pull ropes in all the sport’s venues, only Wallace’s was tied in a hangman’s knot.

The unfortunate incident gave NASCAR the chance to change its image, and it began with a grand gesture: Right before that weekend’s GEICO 500, every NASCAR driver and crew member pushed Wallace’s car to the front of pit road — an idea proposed by white drivers Jimmie Johnson and Kevin Harvick.

That year, Wallace was named the Comcast Community Champion of the Year.

“Creating a welcoming environment within the sport, I think, is really key in breaking down some of the perceptions surrounding the sport,” Caryn Grant, NASCAR’s senior director of diversity and inclusion, told Front Office Sports. “A lot of times, we’ll host groups at the track, and many of them haven’t been to a NASCAR race before [because they] never really felt welcome.”

Making those new fans feel welcome starts with seeing more diverse faces in the sport — both behind the wheel and behind the scenes.

NASCAR driver Bubba Wallace speaking into a microphone at Bubba's Block Party in Chicago.
Bubba Wallace has been a leader in NASCAR’s diversity initiatives. Credit: Doug Greenberg/Front Office Sports

Drive for Diversity

Established in 2004, NASCAR’s Drive for Diversity program has helped launch the careers of Wallace, Daniel Suarez, Kyle Larson, Nick Sanchez, and Rajah Caruth — whom Wallace now mentors.

The program also discovered Brehanna Daniels, who became the first Black woman to pit a NASCAR vehicle in 2017 — and two years later, she and Breanna O’Leary were the first female duo to perform work in a pit crew.

Drive for Diversity has more than 55 alumni working in NASCAR, with more than 25 at the Cup Series level. The program drives approximately $2 million in salary.

The company’s diversity initiatives have impacted the sport at the fan level: Suarez has a passionate fanbase called Daniel’s Amigos that has helped build support in the Latino community.

Diversity has spread to ownership as well. Suarez races for Trackhouse Racing, the joint venture of driver Justin Marks and rapper Armando Christian “Pitbull” Perez. Then there’s 23XI Racing, owned by driver Denny Hamlin — not to mention lifetime NASCAR fan Michael Jordan.

“When we were looking for teams that were trying to drive the sport forward on the track and off the track, 23XI jumped off the page,” Matt Lederer, Comcast VP of branded partnerships, says of Xfinity, a presenting sponsor of Bubba’s Block Party.

“Michael Jordan is Michael Jordan, right? Anytime he is involved with anything, it certainly brings more excitement, more eyes, and things like that,” says Grant. “23XI has been a really interesting case because they’ve really taken to heart building diversity and inclusion into the foundation as they build out a new team.”

The team should have a few extra fans in Chicago, where Jordan is a legend. He reportedly invested $150 million to form the team in 2020.

Even though he didn’t attend Bubba’s Block Party, Jordan’s aura loomed over the festivities, which likely convinced new fans to check out the sport.

“I don’t know much about NASCAR, this is so cool,” said one woman as she gazed at Jordan’s visage inside a trailer highlighting the history of Black people in NASCAR.

“Newness spurs creativity and new ideas,” says Grant. “I’m excited to see what comes from Chicago that will become a part of the more holistic NASCAR ecosystem.”

For the Block Party’s namesake, it’s all a step in the right direction.

“We’ll continue to preach the gospel about NASCAR, get the word out there, and get people to feel good about coming out to a race and enjoying it,” Wallace says. “I think this is an incredible demographic to be a part of and tap into.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.

Featured Today

Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
July 6, 2025

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
Apr 6, 2024; Miami, Florida, USA; The LIV Golf logo is on display along the 10th hole during the second round of LIV Golf Miami golf tournament at Trump National Doral.

LIV Golf’s New Leadership Reapplies for World Ranking Points

The league’s first attempt was denied in 2023.
Stephen Curry celebrates after sinking the winning putt during the final round of the American Century Celebrity Championship golf tournament at Edgewood Tahoe Golf Course in Stateline, Nev., Sunday, July 16, 2023.
July 10, 2025

Golf’s Hottest Celebrity Tournament Keeps Getting More Exclusive

The American Century Championship tees off at Lake Tahoe on Friday.
July 11, 2025

All-Star Game Returns to Atlanta With Big Plans After 2021 Exit

The league’s jewel event is set to be a global showcase for The Battery.
Sponsored

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

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Bruce Meyer and Tony Clark of the MLBPA
July 10, 2025

MLB, Players’ Union Spar Over Salary Cap As Labor Fight Looms

The MLB Players Association’s No. 2 executive outlines what he sees owners doing.
May 28, 2025; Oklahoma City, Oklahoma, USA; Oklahoma City Thunder forward Chet Holmgren (7) and guard Shai Gilgeous-Alexander (2) celebrates during the second quarter against the Minnesota Timberwolves in game five of the western conference finals for the 2025 NBA Playoffs at Paycom Center.
July 10, 2025

How Does the NBA Salary Cap Work?

The NBA salary cap gives teams a spending limit for their rosters.
Feb 5, 2025; New Orleans, LA, USA; NFLPA executive director Lloyd Howell during the NFLPA press conference at the Super Bowl LIX media center at the Ernest N. Morial Convention Center.
July 10, 2025

NFLPA Head Has Side Hustle With PE Firm That Can Invest in..

The NFLPA’s executive director is embroiled in multiple controversies.
July 10, 2025

Murphy: Club WC Snags Won’t Derail Biggest Event ‘in Human History’

New Jersey’s MetLife Stadium is the concluding site of both FIFA events.