This weekend at Watkins Glen International, Bubba Wallace is racing with McDonald’s as the primary sponsor, showcasing a striking new pink McDonaldland paint scheme. The colorful design aims to draw attention to McDonald’s recent revival of the McDonaldland brand, captivating NASCAR fans and fast-food enthusiasts alike.

23XI Racing hinted at the special theme, noting,

Making our way to McDonaldland with a stop in Watkins Glen.

McDonaldland’s Return Brings Iconic Characters and Collectibles

McDonald’s has reintroduced McDonaldland after a 20-year absence, reviving beloved characters such as Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese, and the Fry Friends. The comeback includes a signature meal featuring either a Quarter Pounder® with Cheese or a 10-piece Chicken McNuggets®, accompanied by a unique specialty shake.

Each McDonaldland Meal offers fans one of six exclusive collectible tins that include postcards, stickers, and other memorabilia, adding a nostalgic element to the dining experience. These characters originally debuted in the 1970s through TV commercials and now return to recapture the imagination of both old and new generations.

McDonald’s Marketing: Bridging Generations with McDonaldland

Jennifer “JJ” Healan, McDonald’s vice president of U.S. marketing, brand, content, and culture, emphasized the emotional connection fans hold for the characters. She explained,

But many, especially the new generation, don’t know that’s just the tip of the iceberg. There’s an entire magical world of McDonaldland filled with characters, places and lore.

She added,

And so, for the first time in decades we are taking fans on a trip to McDonaldland with an immersive experience that taps into the past to create the future. It’s a chance for us to give fans a new, modern way to experience this magical world.

Bubba Wallace’s Momentum Ahead of Watkins Glen Race

Coming off his first victory of the 2025 NASCAR season, Bubba Wallace has secured his spot in the NASCAR Cup Series playoffs. His ride with the eye-catching Bubba Wallace McDonaldland pink car adds fresh energy both on and off the track. In recent weeks, Wallace has also attracted attention due to an incident at Indianapolis where a fan threw a can near him, highlighting ongoing fan engagement.

Significance of the McDonaldland Partnership for NASCAR

The partnership between Bubba Wallace and McDonald’s for the Watkins Glen race highlights a blend of nostalgia and innovation, reinvigorating interest in NASCAR through a unique marketing effort. The bold pink McDonaldland car not only celebrates a beloved fast-food heritage but also strengthens Wallace’s profile as he advances through the season. This initiative may inspire similar collaborations, enhancing fan experiences and brand connections in motorsports.