NASCAR Rumor: Replacement for sponsor Xfinity found – O’Reilly (Update)

This rumor is upgraded to ‘fact’ today. In an evolution of O’Reilly Auto Parts’ long-standing relationships throughout the sport, NASCAR and O’Reilly Auto Parts today announced a multiyear partnership – one that will make the leader in the automotive replacement parts industry the title sponsor of what is now known as the NASCAR Xfinity Series.

This landmark partnership aligns two American-born powerhouses, each with a rich legacy of fueling performance and passion from the grassroots up. The multi-dimensional sponsorship also includes promotional opportunities and brand integrations in partnership with The CW Network, the exclusive broadcast home of the NASCAR O’Reilly Auto Parts Series.

The NASCAR O’Reilly Auto Parts Series will officially debut on January 1, 2026, ushering in a bold new chapter for the series crowded with NASCAR’s future stars. The agreement marks the fourth entitlement sponsorship in the series’ history, following a dynamic 11-year tenure with Xfinity that elevated the series to new heights with unprecedented fan engagement, innovation, and exposure. The series’ history also includes a seven-year run with Nationwide Insurance and a foundational relationship with Anheuser-Busch, still a current NASCAR partner at the Premier level.

“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.”

Founded in Springfield, Missouri in 1957, O’Reilly Auto Parts has grown from a single store to an automotive parts icon with over 6,400 locations across 48 states, Puerto Rico, Mexico, and Canada. The company’s more than 92,800 dedicated team members are committed to excellent customer service, backed by a robust network of 31 distribution centers.

While the title sponsorship may be new, O’Reilly Auto Parts’ involvement in NASCAR is anything but. The company has long supported the sport through race sponsorships across multiple series. From the O’Reilly Auto Parts 253 at the DAYTONA Road Course in 2021, to title sponsorships at Texas Motor Speedway, and the CRAFTSMAN Truck Series’ O’Reilly Auto Parts 150 at Mid-Ohio in 2022, the brand has maintained a deep connection with fans and drivers alike.

“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.”

The NASCAR O’Reilly Auto Parts Series will be available exclusively to race fans across the country on The CW. In its first year on the broadcast network, the series is seeing impressive year-over-year viewership growth, currently up +17% in Total Viewers compared to last season and pacing to be the most watched series since 2018. The series is currently averaging 1.1 million total viewers, with 19 out of 23 races drawing over one million total viewers.

“The success of NASCAR on The CW has shown that millions of fans will consistently tune in for these adrenaline-fueled races every week,” said Brad Schwartz, President, The CW Network. “This exciting new partnership with O’Reilly Auto Parts gives us the opportunity to expand that reach even further by tapping into our mutually strong presence in local communities nationwide and continuing to grow our passionate audience in the years to come.”

“Partnering with NASCAR and The CW at this level enables us to further deepen our connection to one of the most loyal fanbase in all of sports,” said Hugo Sanchez, O’Reilly Auto Parts vice president of Advertising and Marketing. “This agreement builds on our long-term involvement in NASCAR and our dedication to the fans who love cars as much as we do.”

In the heart of Daytona Beach, Florida, the NASCAR offices buzzed with anticipation. It was late summer 2025, and the racing world was abuzz with speculation about who will replace Xfinity.

–by Mark Cipolloni–

Xfinity, the title sponsor of NASCAR’s second-tier series for over a decade, had announced it would step back from its naming rights after the 2025 season. The series, a proving ground for rising stars like Connor Zilisch and a stage for veterans like Justin Allgaier, needed a new identity. The question on everyone’s mind: who would take the helm?

In a sleek conference room overlooking the Daytona International Speedway, NASCAR’s executive team gathered with representatives from Klutch Sports Group, the agency tasked with finding the new sponsor. The room was a mix of polished suits and racing memorabilia, a reminder of the sport’s blend of corporate might and raw passion. Craig Stimmel, NASCAR’s Chief Commercial Officer, leaned forward, his hands clasped. “We need a partner who gets it,” he said. “Someone who understands the grit of this series, its role in building champions, and its connection to the fans.”

Across the table, Andrew Feinberg from Klutch Sports nodded. “We’ve got a frontrunner,” he said, sliding a dossier across the table. The logo on the cover was unmistakable: O’Reilly Auto Parts, a titan in the automotive retail world with nearly 4,000 stores across the U.S. and a market value approaching $88 billion. “They’ve been in the sport for years, sponsoring races like Texas Motor Speedway. They’re ready to step up.”

The room stirred. O’Reilly was no stranger to NASCAR. Their green-and-white logo had adorned race weekends, and their stores were a go-to for fans fixing up their own cars. But taking on the title sponsorship of the entire series—soon to be rebranded from the Xfinity Series—was a massive leap. The deal, rumored to be worth $15 million a year, including $10 million in rights fees and $5 million for activation, would cement their place in motorsport history.

Meanwhile, in Springfield, Missouri, O’Reilly’s headquarters was alive with its own energy. CEO Greg Henslee stood in his office, a framed photo of the 2019 Texas Motor Speedway race on his desk. He’d been a NASCAR fan since childhood, sneaking a transistor radio under his pillow to listen to races long past bedtime. When Klutch approached O’Reilly with the opportunity, Henslee saw more than a business deal. “This series is the heartbeat of NASCAR,” he told his team. “It’s where drivers like William Byron and Tyler Reddick cut their teeth. We can help shape its future.”

Back in Daytona, the negotiations moved fast. O’Reilly’s team proposed a multi-year deal, with plans to amplify the series’ new television partnership with The CW, which had already boosted viewership to over a million for races like the Mission 200 at Watkins Glen. They envisioned fan-focused activations: O’Reilly pit crew challenges at races, discounts for fans showing race tickets at their stores, and even a traveling “O’Reilly Auto Parts Garage” where fans could try their hand at tire changes. The series would be reborn as the O’Reilly Auto Parts Series, a name that rolled off the tongue with a nod to the sport’s mechanical roots.

Not everyone was sold, though. In the NASCAR fan forums and on social media, purists grumbled. “O’Reilly? Sounds like a parts store, not a racing series,” one X post read. Others countered, “They’ve been in NASCAR forever. They’ll do it right.” At JR Motorsports, driver Connor Zilisch, fresh off surgery for a collarbone broken in a victory lane mishap, weighed in during a press conference. “Xfinity was great, but O’Reilly’s a natural fit. They’re about cars, just like us. I’m excited to race in their series.”

As the deal neared its announcement, set for a press conference the following week, a small drama unfolded. A rival company, AutoZone, caught wind of the negotiations and made a late bid. Their offer was hefty, promising glitzy activations and a splashy marketing campaign. For a moment, NASCAR’s team wavered. AutoZone had deep pockets and a similar footprint to O’Reilly. But Feinberg pushed back. “O’Reilly’s been loyal to this sport for decades,” he argued. “They’re not just buying a name—they’re investing in the soul of the series.”

In the end, loyalty won. On a crisp September morning, NASCAR president Steve Phelps took the stage at Daytona, flanked by Henslee and a gleaming race car sporting O’Reilly’s green-and-white livery. “Starting in 2026, we’re proud to welcome the O’Reilly Auto Parts Series,” Phelps declared to cheers from the crowd. Henslee stepped to the mic, a grin spreading across his face. “We’re here to celebrate the drivers, the fans, and the mechanics who keep this sport running. Let’s go racing.”

As the 2026 season dawned, the O’Reilly Auto Parts Series roared to life. The first race at Daytona saw packed stands, with fans waving O’Reilly banners and sporting free branded koozies. Zilisch, now healed, led the field, chasing his dream of a championship before moving to the Cup Series. In the pits, O’Reilly’s activations drew crowds, and The CW’s cameras captured every moment, beaming the series to a growing audience.

Xfinity, still a premier partner in the Cup Series, watched from the sidelines, their legacy secure but their chapter in the second-tier series closed. O’Reilly had taken the wheel, and the road ahead looked fast, fierce, and full of promise.