Nascar replaces Xfinity with O’Reilly Auto Parts as new series sponsor

• O’Reilly Auto Parts becomes fourth title sponsor of second-tier series
• Deal features promotional opportunities and brand integration with The CW Network

Nascar has announced a multi-year deal with O’Reilly Auto Parts to replace outgoing second-tier series sponsor Xfinity.

As announced in February this year, telecommunications company Xfinity is exiting as title sponsor of the second-tier national series at the end of this season. Xfinity departs after 11 years but will remain as a premier partner of the Cup Series.

The new championship will be known as the Nascar O’Reilly Auto Parts Series, and the deal features promotional opportunities and brand integrations in partnership with The CW Network.

This will be the series’ fourth naming rights partner in its history, following Xfinity, Nationwide and Anheuser-Busch.

“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,” said Nascar president Steve O’Donnell.

“This new partnership allows us to continue to fuel that passion for the next generation of Nascar’s stars and fans while celebrating the journey we’ve been on together for decades.”

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Financial terms have not been disclosed, but Sports Business Journal (SBJ) reported that Nascar was seeking around US$10 million per year for entitlement rights plus a mid-seven-figure commitment to activation, taking the annual spend to around US$15 million.

Nascar will now transition to an endemic brand for a championship that looks to be going from strength to strength under its new broadcast deal with The CW Network. As it stands, the Xfinity Series is averaging just over one million viewers per race in 2025, which is more than IndyCar is managing on Fox without the Indianapolis 500.

“Our company is rooted in the same values that define Nascar – teamwork, enthusiasm, and dedication,” said O’Reilly Auto Parts president Brent Kirby.

“You’ll see those in action when our customers walk through our doors. We know they need fast service, and Team O’Reilly will get them the parts they need quickly, with excellent customer service. We welcome all fans to stop by our stores and see how our team can help keep them running.”