Bubba Wallace and Cookie Monster Team Up at Brickyard 400
Bubba Wallace is taking on a new role this week, and it’s not behind the wheel. The 23XI Racing star is joining forces with Sesame Street’s Cookie Monster for a major family-friendly initiative launching at this weekend’s Brickyard 400 at Indianapolis Motor Speedway (IMS).
On Monday, IMS announced that Cookie Monster will serve as Grand Marshal for the July 27 race, delivering the classic “start your engines” command. But that’s not all. He’ll be joined by Wallace in a special promotional video to kick off the “Sesame Street Road Trip Across America.”
“I love road trips!” Wallace says in the clip, followed by Cookie Monster’s excited reply: “Oh, you coming with us!”
Racing Meets Sesame Street
The cross-country tour begins in Indianapolis and will travel to state fairs, zoos, minor league ballparks, and family farms. Aiming to share Sesame Street’s message of inclusion and learning: “No matter who you are or where you live, Sesame Street is for you.”
IMS President J. Douglas Boles encouraged fans to attend with the whole family. “Bring the whole family out for a cookie break as we welcome ‘Sesame Street’s’ Cookie Monster to IMS for the Brickyard 400.”
Wallace’s role in the campaign is more than a PR move, it aligns with his growing influence both on and off the track. He recently signed a multi-year extension with 23XI Racing. Further solidifying his future with the Michael Jordan and Denny Hamlin–owned team. Last season, he finished 10th in the Cup Series standings, a career-best.
Even as Wallace remains connected to the ongoing antitrust lawsuit involving 23XI and NASCAR, this project shows a softer side, one where racing blends with family outreach and community building.
NASCAR’s Push for New Audiences
This collaboration represents a strategic move for NASCAR as it works to expand its fan base. The sport, historically dominated by older demographics, is making clear efforts to engage younger viewers and diverse families.
With television coverage of the Brickyard 400 airing at 2 p.m. ET on TNT Sports. Fans of all ages will get to see Cookie Monster and Wallace side by side, a unique moment where childhood nostalgia meets high-speed competition.
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