NASCAR has confirmed a major sponsorship transition in its secondary series, announcing that O’Reilly Auto Parts will become the new title sponsor beginning in 2026. The move will see O’Reilly replace Xfinity, the telecoms arm of Comcast, which has held the naming rights since 2014.
From January 1, 2026, the series will be rebranded as the NASCAR O’Reilly Auto Parts Series, marking the fourth naming partner in the competition’s history.
End of an Era with Xfinity
Xfinity’s involvement with NASCAR has been multi-dimensional:
- Title sponsor since 2014, under a 10-year deal reportedly valued at $20 million annually ($200 million total).
- Since 2019, Xfinity has also been one of NASCAR’s four premier partners, an elite sponsorship tier introduced when the series revamped its commercial model.
Earlier this year, the title sponsorship extension was renewed, but only through the end of the 2025 season, paving the way for O’Reilly’s arrival.
Despite stepping down as naming partner, Xfinity will remain a premier partner, continuing its deep association with the sport.
O’Reilly Auto Parts’ Expanded Role
For O’Reilly Auto Parts, the new deal represents a significant escalation of its NASCAR involvement. The company has long been an active supporter of the sport, backing multiple race sponsorships, including:
- O’Reilly Auto Parts 253 at Daytona Road Course (2021)
- Texas Motor Speedway title sponsorships
- Craftsman Truck Series’ O’Reilly Auto Parts 150 at Mid-Ohio (2022)
The new agreement includes:
- Naming rights to the second-tier NASCAR series
- Promotional activations across events
- Brand integrations with The CW Network, the series’ exclusive broadcast home
This marks the first time O’Reilly takes on an entitlement deal at the series level, solidifying its position as a core partner in NASCAR’s commercial landscape.
Historical Context
The entitlement sponsorship lineage of NASCAR’s secondary series reflects a changing commercial strategy:
- Anheuser-Busch (foundational sponsor, still active at the premier level)
- Nationwide Insurance (seven years)
- Xfinity (11 years)
- O’Reilly Auto Parts (beginning 2026)
Each phase has aligned the series with brands central to American consumer identity, from beer to insurance to telecom — and now, the automotive sector.
Why This Matters?
At 365247 Media, this shift illustrates three strategic takeaways:
- Authenticity in Sponsorship Alignment
O’Reilly Auto Parts is directly tied to the automotive category, making the partnership inherently authentic. NASCAR strengthens its brand credibility by aligning its series with a company embedded in car culture. - Lifecycle Management of Sponsorships
The move reflects NASCAR’s evolving sponsorship model, ensuring title deals remain fresh and market-relevant while retaining Xfinity at a high-value premier partner tier. This dual-layer approach maximizes long-term commercial stability. - Integrated Media Value
By linking the deal with The CW Network, O’Reilly’s sponsorship will be amplified across broadcast integrations, creating cross-platform visibility that extends beyond trackside branding.
The rebranding to the NASCAR O’Reilly Auto Parts Series in 2026 marks both continuity and change — continuity in NASCAR’s ability to attract long-term commercial partners, and change in aligning the competition with a brand that speaks directly to its automotive DNA.
For NASCAR, it’s a commercial evolution. For O’Reilly, it’s a statement of commitment to motorsport fans across America.
The first season under the new title will launch on February 14, 2026.
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