US stock car racing’s elite Nascar organization has today announced a deal with long-standing partner O’Reilly Auto Parts to serve as the new title sponsor of its secondary series.
From 2026, the automotive part retailer will replace Xfinity, the telecoms arm of US media giant Comcast, in the role.
Go deeper with GlobalData
The series has been known as the Nascar Xfinity Series since 2014 under a long-term agreement.
Through its Nascar partnership, Xfinity also serves as a premier partner of the series and extended this portion of the deal in February.
The title sponsorship deal was also extended, but for just one year, through the end of the 2025 season.
The initial 10-year partnership had a reported value of $20 million per season to Nascar or $200 million in total.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataIn 2019, Nascar revamped its sponsorship model, with Xfinity becoming one of four ‘premier partners’, the series’ elite tier of sponsorship.
From January 1, 2026, the competition will be renamed the Nascar O’Reilly Auto Parts Series.
The multi-dimensional sponsorship also includes promotional opportunities and brand integrations in partnership with The CW Network, the exclusive broadcast home of the series.
The agreement marks the fourth entitlement sponsorship in the series’ history, with the 11-year Xfinity association following a seven-year run with Nationwide Insurance and a foundational relationship with Anheuser-Busch, still a current Nascar partner at the premier level.
O’Reilly Auto Parts deepens its involvement in Nascar, having long supported the sport through race sponsorships across multiple series.
This includes the O’Reilly Auto Parts 253 at the Daytona Road Course in 2021 and title sponsorships at Texas Motor Speedway, and the Craftsman Truck Series’ O’Reilly Auto Parts 150 at Mid-Ohio in 2022.
The 2026 edition of Nascar's second-tier series begins on February 14, 2026.
