Early-season NASCAR races are not typically hotbeds for celebrity sightings. Sure, you might see Dollar Tree’s C.E.O. or Coca-Cola’s vice president of marketing, but any paparazzi that bother to show up to a race in February or March will usually be sorely disappointed. But the star wattage has been turned up a little this year, as the Michael Jordan–owned 23XI Racing set a NASCAR record by winning the season’s first three races—and the GOAT was front and center at all of them. At last weekend’s race in Phoenix, where Team Penske ended the 23XI winning streak, CBS’s Gayle King and rappers Jadakiss and Fat Joe attended as M.J.’s guests. “There’s a little bit more buzz this year,” said NASCAR executive vice president and chief media revenue officer Brian Herbst. “The fact that Michael has been at every single race so far this year—because he keeps winning every time he shows up—certainly helps.”