23XI Racing announced Wednesday that Columbia Sportswear will expand its sponsorship presence starting next season, returning with a multiyear extension to back Bubba Wallace and the No. 23 Toyota team.
RELATED: 2023 Cup Series schedule
Columbia has been a primary partner on 23XI’s entries for three races in each of the last two seasons. The organization indicated that the Portland, Ore., sportswear brand would increase that figure an unspecified amount going forward with the No. 23 team.
“Working with Columbia has been a fantastic match as they share a lot of the same values that I have and that the team supports,” Wallace said in a team release. “It’s also been a fun relationship that’s allowed me to spend more time exploring the outdoors and following my passions. I’m honored to have them continue this journey with me and 23XI and look forward to more exciting things to come in 2023.”
Columbia first partnered with Wallace in August 2020, signing the driver as a brand ambassador as he closed out his final season with car owner Richard Petty. The company was a primary sponsor on the Petty No. 43 in three races – twice with Wallace in 2020 and once with Erik Jones the following year.
Wallace signed a multiyear contract extension with 23XI Racing in August. He drove to the second Cup Series victory of his career a month later at Kansas Speedway and ended the season a career-best 19th in the final standings.
Wallace’s best finish with Columbia as a primary sponsor was a runner-up result in the 2021 season finale at Daytona.