Mobil 1 Cuts NASCAR Fans In on Every 23XI Racing Win

Mobil 1, O'Reilly Auto Parts, and 23XI Racing are putting fans into the NASCAR postseason with "We Win, You Win" sweepstakes.

Each 23XI victory during the Chase unlocks an all-expenses-paid Charlotte race weekend for one fan in May 2027.

The official rules cap the giveaway at 10 grand prize winners.

"When 23XI Racing wins, we want fans to feel like they’re winning right alongside them," Kelli H. Wright, Director of Lubricants Global Markets, told DesignRush.

"Every win creates another opportunity to reward the people who bring so much energy and passion to our sport."

A NASCAR championship from the Michael Jordan-owned team also adds a $2,311 cash bonus to every grand prize winner.

The marketing campaign gives fans a stake in every 23XI race, and the only cost is paying attention.

Mobil 1 Links Motor Oil to Every 23XI Win

The promotional window opened on August 26 and runs through November 15, giving fans two entry paths.

They can enter online or purchase a qualifying five-quart bottle of Mobil 1 motor oil at participating O'Reilly Auto Parts locations.

The retail route comes with more incentives, including:

• A $10 O'Reilly gift card
• A Tyler Reddick die-cast car
• Five bonus sweepstakes entries

Every eligible entrant also gets a limited-edition co-branded poster.

The campaign also gives every 23XI driver a role in the promotion.

Bubba Wallace, Riley Herbst, and Tyler Reddick can each trigger another grand prize when they win.

Corey Heim can too, though he has only three postseason starts scheduled as the team's development driver.

"Our fans are a huge part of everything we do, and it's exciting to have a program that rewards them every time we end up in Victory Lane," Car No. 45 driver Reddick shared in a press release.

This structure makes the sponsorship useful across the race broadcast, retail shelf, and fan experience.

NASCAR Followers Favor Two Devices for Race Day

NASCAR reports that 45% of its digital audience uses a second device to follow the sport on race day.

Its social channels also include 4.5 million Instagram followers, 3.4 million TikTok followers, and 6.1 million Facebook followers.

This gives Mobil 1 and O'Reilly more opportunities to keep the sweepstakes front and center for fans as races unfold.

The data points to three useful principles for sports sponsorships.

• Fans already follow races across screens. Brands should give fans a reason to interact during competition to extend sponsorships into race-day behavior.
• A recurring reward can sustain attention. Marketers should connect rewards to multiple outcomes to create more reasons to keep watching.
• Retail can convert fandom into action. Teams should connect offers to relevant products to give fan interest a measurable path to purchase.

Promotional marketing linked to live results can keep a sponsorship active long after the original media placement has run.

Our Take: Does a Win-Triggered Prize Beat a Fixed Giveaway?

We think that the strongest detail here is the campaign's live reward mechanic.

A 23XI win creates a new winner, so fans have a reason to check results throughout the postseason.

This mechanic gives Mobil 1 more useful content to work with than a fixed giveaway.

But if 23XI struggles, the mechanic also loses some of its urgency.

23XI's sponsorship activity also arrives after its antitrust dispute with NASCAR was settled in December 2025.

The settlement gave every chartered Cup team permanent charter status, which hands sponsors a longer runway to plan against.

Of course, the promotion doesn't mention the lawsuit.

Mobil 1 and 23XI get to present the partnership as a clean postseason fan program, and the timing does the arguing for them.

Chili's ran a similar play with Spire Motorsports, making the Presidente Margarita the center of its fan experiences.

Need a sports partnership that drives fan action?

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