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3h ago

NASCAR Xfinity Series to Become NASCAR O’Reilly Auto Parts Series

The sponsor package includes promotional activations on The CW network with financial terms and contract length undisclosed

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.
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#54: Taylor Gray, Joe Gibbs Racing, Operation 300 Toyota Supra, Dover

Overview

  • O’Reilly Auto Parts will replace Xfinity as the entitlement sponsor on January 1, 2026, marking the fourth renaming in the series’ history.
  • NASCAR and O’Reilly struck a multiyear agreement without revealing the exact annual rights fees or duration.
  • The deal leverages O’Reilly’s existing NASCAR involvement to secure brand integrations and promotions across The CW’s exclusive broadcasts of the series.
  • Comcast’s Xfinity ends its 11-year title role but remains a premier NASCAR partner and will sponsor the newly established Xfinity Fastest Lap award.
  • NASCAR enlisted Klutch Sports Group to market the rights and targeted roughly $10 million per year, expandable with activation spend, following viewership gains averaging 1.1 million viewers per race.