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23XI Racing’s Riley Herbst and the Story Behind the No. 35: A Blend of Legacy and Opportunity

Simon Monroy by Simon Monroy
December 2, 2024
in Motorsports
Reading Time: 3 mins read
0
23XI Racing’s Riley Herbst and the Story Behind the No. 35: A Blend of Legacy and Opportunity

Nov 9, 2024; Avondale, Arizona, USA; NASCAR Xfinity Series driver Riley Herbst (98) during the NASCAR Xfinity Series championship race at Phoenix Raceway. Mandatory Credit: Gary A. Vasquez-Imagn Images

In one of the most surprising announcements of the 2025 NASCAR Silly Season, 23XI Racing unveiled Riley Herbst as their newest driver. The former Stewart-Haas Racing Xfinity Series driver will pilot the No. 35 Toyota Camry, a number steeped in symbolism for the team co-owned by NBA legend Michael Jordan and NASCAR star Denny Hamlin.

The Significance of No. 35

While Jordan’s iconic numbers 23 and 45 already define the team, Steve Lauletta, president of 23XI Racing, explained why the No. 35 was chosen for Herbst. Speaking to SiriusXM NASCAR Radio, Lauletta shared that the number’s origins trace back to Jordan’s baseball days.

“The number, the #35, actually Michael Jordan wore it when he first started playing baseball, so he thought it’d sit with the #23 and the #45 which are his other numbers,” Lauletta said.

However, the connection doesn’t stop there. The number also pays homage to the team’s current car numbers and a familial link to Hamlin’s past.

“Denny’s dad drove the #8, and so five and three together make eight,” Lauletta continued. “It takes the three from the #23 and the five from the #45. We kind of found a couple of reasons why #35 fit in.”

Why Riley Herbst?

Lauletta highlighted that Herbst’s signing is as much about his potential as a driver as it is about the sponsorship he brings with him. Herbst’s long-standing partnership with Monster Energy played a pivotal role in the deal. Monster Energy has been a key sponsor for 23XI Racing, supporting drivers like Kurt Busch and Tyler Reddick in the past.

“We’ve had a great relationship with Monster Energy for a number of years now back to Kurt (Busch) and with Tyler,” Lauletta said. “To expand our relationship with them and give Riley the chance, there were just a ton of reasons why it made sense for us.”

Strategic Investment Amid Challenges

The Monster Energy sponsorship is particularly valuable as 23XI Racing navigates a legal battle with NASCAR over charter deals. The financial backing Herbst brings is expected to bolster the team’s operations during a pivotal period.

“Monster Energy’s involvement has played a significant role in Herbst getting the deal done with 23XI,” Lauletta emphasized. “The sponsorship money coming in is really going to help the team.”

A Future Full of Promise

Herbst now has the opportunity to elevate his career within a team known for its innovative approach and competitive edge. The No. 35 car not only connects to Jordan and Hamlin’s personal histories but also represents a chance for Herbst to make his mark at the highest level of NASCAR.

For 23XI Racing, the move is a calculated step to expand its footprint in the sport while deepening its partnerships. With Herbst behind the wheel and Monster Energy on board, the No. 35 car carries both historical weight and fresh potential for the 2025 NASCAR Cup Series season.

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