Bubba Wallace has emerged as one of NASCAR’s most marketable drivers as he has gained national attention for his activism and advocacy efforts around racial equality and inclusivity in racing.
Columbia Sportswear is the latest brand to align with Wallace, NASCAR’s only full-time Black driver, signing a multi-year deal with him yesterday. It marks Columbia’s first-ever deal in the sport.
In recent weeks, Wallace has also signed new deals with Beats by Dre and Cash App. He previously had sponsorships with McDonald’s, Coca-Cola and Maui Jim.
Team ownership may also be in Wallace’s future. His current contract with Richard Petty Motorsports expires after this year, but he has reportedly been offered a stake in the organization to renew his deal.