Published on: January 7, 2026, at 12:14h.
Updated on: January 7, 2026, at 12:14h.
- Chumba Casino has renewed its marketing collaboration with 23XI Racing
- Chumba operates as a sweepstakes casino in multiple states across the U.S.
- 23XI Racing is co-owned by Michael Jordan and Denny Hamlin
The social sweepstakes platform Chumba Casino is enhancing its partnership with 23XI Racing, the NASCAR Cup Series team co-owned by Michael Jordan and Denny Hamlin.
Chumba has invested significantly in celebrity endorsements and sports marketing collaborations in recent years. After what it termed a “successful first year” with the 23XI team, highlighted by Bubba Wallace’s victory at the Brickyard 400, Chumba’s branding will reappear multiple times this year on Tyler Reddick’s No. 45 car.
Reddick’s No. 45 Chumba Casino Toyota XSE will compete in the upcoming Daytona 500 at Daytona International Speedway on February 15, marking the debut of a Chumba-branded car in The Great American Race. The partnership will also include promotions and events featuring Wallace’s No. 23 car.
Wallace’s car will feature Chumba Casino’s branding during the Brickyard 400, as he seeks to defend his title at the Indianapolis Motor Speedway on July 26. Alongside the vehicle graphics for both Reddick and Wallace, Chumba Casino’s logo will also appear on the drivers’ race suits and team gear throughout the season.
Chumba is part of VGW, also known as Virtual Gaming Worlds, which encompasses other brands such as LuckyLand Slots, LuckyLand Casino, and Global Poker.
23XI Racing made its debut at the 2021 Daytona 500. Michael Jordan famously wore the number 23 throughout his illustrious NBA career, while the “XI” signifies Denny Hamlin’s No. 11, which he utilized during his NASCAR tenure.
Social Casino Sponsorship Insights
Social casinos are a contentious segment of online gambling platforms operating nationwide. Various state attorneys general, lawmakers, and gaming regulators have raised concerns that these sweepstakes casinos breach online gambling regulations.
Platforms such as Chumba Casino and its rivals, including Modo Casino, Stake, and MyPrize, have received cease-and-desist orders in many states.
Sweepstakes casinos position themselves as free-to-play social gaming operators; however, their provision of a secondary digital currency, referred to as sweeps coins, allows players to engage in interactive table games and online slot machines for actual money. These casinos contend that sweeps coins can’t be cashed out but can only be “redeemed.”
Chumba Casino has leveraged its NASCAR affiliation with 23XI Racing to boost its online gaming visibility and promote social casinos. It’s not the only one doing so.
Last year, Modo Casino sponsored Carson Hocevar’s No. 77 vehicle for four races in the NASCAR Cup Series. Modo is owned by ARB Interactive, which acquired Publishers Clearing House in 2025 and designated Modo as the “Official Social Casino of PCH.”
Crackdowns on Sweepstakes Casinos
States including California, Connecticut, Delaware, Idaho, Montana, New Jersey, New York, Nevada, and Washington have enacted laws forbidding the operation of online sweepstakes casinos. There are forthcoming legislative discussions in Minnesota, Massachusetts, Illinois, Missouri, Ohio, and Pennsylvania aimed at prohibiting dual-currency online social gaming platforms.
Numerous state gaming regulators and attorneys general have issued cease-and-desist orders to sweepstakes casinos in states such as Arizona, Iowa, Louisiana, Maryland, Michigan, Minnesota, Tennessee, and West Virginia.