{"id":274608,"date":"2025-11-10T17:23:16","date_gmt":"2025-11-10T17:23:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/274608\/"},"modified":"2025-11-10T17:23:16","modified_gmt":"2025-11-10T17:23:16","slug":"xfinity-opens-up-playbook-for-oreilly-auto","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/274608\/","title":{"rendered":"Xfinity opens up playbook for O\u2019Reilly Auto"},"content":{"rendered":"<p class=\"c-paragraph sections-marketing-and-sponsorship \">Executives from Xfinity have met with counterparts from O\u2019Reilly Auto Parts in recent weeks to open their playbook to <a href=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2025\/08\/18\/nascar-confirms-oreilly-series-title-sponsor-deal\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" title=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2025\/08\/18\/nascar-confirms-oreilly-series-title-sponsor-deal\/\">the new title sponsor of NASCAR\u2019s second-tier series<\/a>. That\u2019s according to Matt Lederer, Comcast\u2019s VP\/Branded Partnerships, who got the same treatment 11 years ago from Nationwide VP\/Sports Marketing Jim McCoy when the Philadelphia-based telecommunications services brand was replacing the Columbus-based insurance company. Speaking before the final Xinity Series race at Phoenix Raceway earlier this month, Lederer reflected on the run that the brand had from 2015-25 with this role and how it will remain in the sport in 2026 as a premier partner of NASCAR and team-side sponsor of 23XI Racing.<\/p>\n<p class=\"c-paragraph sections-marketing-and-sponsorship \">On the business front, the key performance indicators that Xfinity has used to judge the effectiveness of the deal have all spiked dramatically during that time, according to Lederer. Those include brand consideration, likelihood to subscribe and recognition of the brand\u2019s status as NASCAR\u2019s official technology provider. He didn\u2019t provide specific figures, but another KPI he noted was that when Xfinity does digital media advertising, \u201cwe see a higher acquisition performance from that segment [of NASCAR fans] than we do from others.\u201d<\/p>\n<p class=\"c-paragraph sections-marketing-and-sponsorship \">When Xfinity and Nationwide execs met 11 years ago, Nationwide gave tips on things like \u201chere\u2019s what we did, here\u2019s what worked, here\u2019s how to work with NASCAR, here\u2019s how not to work with NASCAR, how to work with the teams, so it was invaluable at that time,\u201d Lederer said. Now, Xfinity will strive to help O\u2019Reilly get some of the same advertising benefits.<\/p>\n<p class=\"c-paragraph sections-marketing-and-sponsorship \">While O\u2019Reilly\u2019s new terms are unclear, NASCAR had been seeking $15M in average annual spend between rights and activation for the deal. Lederer said he spent several hours with executives from O\u2019Reilly a few weeks ago.<\/p>\n<p class=\"c-paragraph sections-marketing-and-sponsorship \">\u201cWe are here for them from now to the start and then when they start,\u201d Lederer said. \u201cIf they have questions, we\u2019re here, because honestly we\u2019ve invested so much in this series over 11 years [that] I want to continue to see it grow.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Executives from Xfinity have met with counterparts from O\u2019Reilly Auto Parts in recent weeks to open their playbook&hellip;\n","protected":false},"author":2,"featured_media":274609,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[446],"tags":[49,48,634,82],"class_list":{"0":"post-274608","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nascar","8":"tag-ca","9":"tag-canada","10":"tag-nascar","11":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/274608","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=274608"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/274608\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/274609"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=274608"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=274608"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=274608"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}