The intersection of high-speed asphalt and Nashville storytelling is finding a new focal point this May. 23XI Racing has announced a strategic partnership with The Academy of Country Music (ACM), blending the intensity of the NASCAR Cup Series with the prestige of one of music’s most respected award shows.
The collaboration centers on the upcoming All-Star Race at Dover Motor Speedway on May 17, where Tyler Reddick will pilot the No. 45 Toyota Camry XSE sporting a custom ACM Awards design. The stakes for the event are as high as the visibility; the race features a $1 million winner-take-all prize, making it one of the most coveted trophies on the NASCAR calendar.
The partnership arrives at a pivotal moment for Reddick, who has dominated the early stretch of the 2026 season. Currently leading the NASCAR Cup Series points standings, Reddick has secured five victories in the first 11 races, including a win at the Daytona 500. For Reddick, the partnership is more than a sponsorship; This proves a nod to his personal roots.
“With a family connection to Nashville and the country music industry, I’m really looking forward to racing the ACM Awards car in the All-Star Race,” Reddick said. “Showcasing one of music’s most respected award shows while I race for one of NASCAR’s most coveted trophies is a great fit.”
A Dual-City Activation: From Dover to Las Vegas
While Reddick handles the driving duties in Delaware, 23XI Racing will maintain a significant presence in Las Vegas, where the 61st ACM Awards will be held at the MGM Grand Garden Arena. The partnership is designed to bridge the gap between the sporting arena and the music stage, targeting a shared demographic of fans who value authenticity and Americana.
The activation begins on Saturday, May 16, at the “ACM’s Next Wave: Country’s Beach Bash” at Mandalay Bay Beach. The event serves as a showcase for emerging talent in country music, mirroring the trajectory of 23XI’s own development pipeline. The No. 45 ACM-branded car will be on display, debuting alongside 23XI development driver Corey Heim and rising country star Kameron Marlowe.
Marlowe, a native of Kannapolis, N.C.—the hometown of NASCAR legend Dale Earnhardt Jr.—brings a deep-seated connection to the sport. “Growing up in Kannapolis, NASCAR has always been in my blood,” Marlowe said. “I know this is going to be an ACM Awards weekend to remember.”
Corey Heim, the 2025 NASCAR CRAFTSMAN Trucks Series champion, will represent the team in Las Vegas. Heim, who is currently competing in 12 Cup Series races this year to hone his skills for a full-time transition, noted the parallels between his ascent in racing and the careers of the artists featured at the “Next Wave” event.
Weekend Schedule of Events
| Date | Event | Location | Key Feature |
|---|---|---|---|
| May 16 | ACM’s Next Wave: Beach Bash | Mandalay Bay, Las Vegas | No. 45 Car Reveal |
| May 17 (Day) | NASCAR All-Star Race | Dover Motor Speedway | $1M Prize Pursuit |
| May 17 (8 p.m. ET) | 61st ACM Awards | MGM Grand Garden Arena | Prime Video Broadcast |
Strategic Alignment and Broadcast Reach
The timing of the partnership is meticulously aligned with a new broadcasting window. Both the All-Star Race and the 61st ACM Awards will air on Prime Video on May 17. This serves as a precursor to a larger five-week racing stretch on the platform, which officially kicks off at Charlotte Motor Speedway on May 24.
Lauren Burchett, Head of Strategic Partnerships and Revenue at the Academy of Country Music, emphasized that the collaboration is about more than branding—it is about the shared culture of “legends and rising stars.” According to Burchett, the partnership celebrates the next generation of icons in both fields, connecting fans through authentic, live experiences.
The “Next Wave” event in Las Vegas will be hosted by Ashley Cooke and Dasha, with a headline performance by Keith Urban. The lineup also includes performances by Flatland Cavalry, Braxton Keith, Tucker Wetmore, and the Opry NextStage Class of 2026, including artists such as Willow Avalon and Hudson Westbrook.
For those looking to attend the festivities in Las Vegas, tickets for the 61st ACM Awards and associated week-long events remain available via AXS.com.
The focus now shifts to the garage at Dover, where Reddick will attempt to secure his first All-Star victory. Following the All-Star weekend, the racing community will turn its attention to the May 24 event at Charlotte Motor Speedway, marking the start of the Prime Video broadcast series.
Do you think the crossover between country music and NASCAR is a natural fit, or just a marketing play? Let us know in the comments or share this story with a fellow fan.
