NASCAR announces O’Reilly Auto Parts as successor to Xfinity Series sponsorship

O'Reilly Auto Parts announced today that it has signed the largest title sponsorship in NASCAR history, with plans to name NASCAR's second-tier stock-car racing series after the well-known parts retail chain for an extended period. Starting on January 1, 2026, the NASCAR Xfinity Series, which has borne the series name since 2015, will become the NASCAR O'Reilly Auto Parts Series.This represents only the fourth entitlement sponsorship in the history of NASCAR's second-tier series. It was an 11-year run in the Xfinity era, following Nationwide Insurance and, prior to that, a primary sponsor with Anheuser-Busch. Enter O'Reilly Auto Parts, which has a history dating back to Springfield, Missouri in 1957. They will now take over the mantle while also bringing a network of more than 6,400 retail outlets in 48 U.S. states, Puerto Rico, Mexico, and Canada, backed by approximately 92,800 employees and 31 distribution centers.NASCAR President Steve O’Donnell underscored the significance of the alignment, saying: “Like the great sport of NASCAR, O’Reilly Auto Parts was born in America and built on the hard work and drive of passionate people... this new partnership allows us to continue to fuel that passion for the next generation of NASCAR’s stars and fans.”The CW Network, which serves as the series' exclusive broadcast partner, will also be featured in strategic integrations as part of the deal, with the network enjoying solid numbers so far, as viewership is up 17% year-over-year, and 19 of 23 races this season drawing one million or more total viewers.Also Read: Joey Logano forces NASCAR insiders to rethink fraud championship narrative with massive resultDuring its 11-year title sponsorship, Xfinity (Comcast) raised the profile of the series itself through innovative fan programs such as the Dash 4 Cash and through digital and social engagement enhancements that better connected and engaged audiences. Even while reducing its title sponsorship role, Comcast is still entrenched in NASCAR as a premier partner, is still supporting 23XI Racing, and will still engage fans in the experience through new programs such as the “Xfinity Fastest Lap” award.NASCAR had been looking for annual rights and activation spending in the $15 million range. The O'Reilly deal, however, is part of a new "mid-term" partnership, but financials have not been disclosed at all by either party. Hugo Sanchez, O'Reilly's VP of Advertising & Marketing, said, “Partnering with NASCAR and The CW at this level enables us to further deepen our connection to one of the most loyal fan bases in all of sports.”