NASCAR has found a sponsor for its second-tier racing series — O’Reilly Auto Parts is taking over from Xfinity next year, according to several reports.
The official terms have not been announced, though according to the reporting from Adam Stern of Sports Business Journal, NASCAR was looking for $10 million per year that could be upgraded to $15 million later on down the road.
The racing series hired Klutch Sports Group to help sell the title sponsor spot.
Xfinity has been the title sponsor for the lower-level racing series for 10 years, though it was extended one more year this season so NASCAR could find the right replacement.
Riley Herbst, driver of the #18 Monster Energy Toyota, leads the field during the NASCAR Xfinity Series O’Reilly Auto Parts 300 at Texas Motor Speedway on October 24, 2020 in Fort Worth, Texas.
Riley Herbst, driver of the #18 Monster Energy Toyota, leads the field during the NASCAR Xfinity Series O’Reilly Auto Parts 300 at Texas Motor Speedway on October 24, 2020 in Fort Worth, Texas.
Photo by Brian Lawdermilk/Getty Images
While Xfinity is stepping away from being the title sponsor for The CW series, they are still staying as a key sponsor for NASCAR in a different role.
The global media and technology company is now the sponsor of the fastest lap award, now named the “Xfinity Fastest Lap.”
This award will be given to the driver with the fastest lap at a specific race at all three levels of NASCAR — Cup, Xfinity, and Truck Series.
“NASCAR is incredibly appreciative of Comcast’s continued partnership and their commitment to innovation and fan engagement within our sport,” Michelle Byron, NASCAR’s executive vice president, told The Athletic.
“Their contributions over the past decade, from enhancing the fan experience to supporting community initiatives, have been invaluable.
“We look forward to building on the success of our partnership during the 2025 season and beyond.”
Xfinity is a key sponsor for NASCAR, joining Anheuser-Busch and Coca-Cola as the key brands partnering with the racing series.
“We’re not just entering year 11 of our partnership. We’re embarking on year one of a renewed relationship with NASCAR filled with fresh energy and exciting opportunities to enhance the competition on the track in a way that has never been done before, and continue to connect with fans in new and engaging ways,” Matt Lederer, Vice President of Brand Partnership at Comcast, said regarding the new deal.
The CW Network signed a deal with NASCAR to broadcast the Xfinity Series at the start of the year. This season marks the first of seven under the deal, and the partnership has delivered for both sides.
The races have generated more than one million views consistently, while also giving a platform for the young stars of tomorrow to develop.
Under the partnership with O’Reilly Auto Parts, NASCAR hopes to keep the momentum going for the rest of the deal.
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