AVONDALE, ARIZONA – NOVEMBER 09: Justin Allgaier, driver of the #7 BRANDT Chevrolet, celebrates in victory lane after winning the 2024 NASCAR Xfinity Series Championship in the NASCAR Xfinity Series Championship Race at Phoenix Raceway on November 09, 2024 in Avondale, Arizona. (Photo by James Gilbert/Getty Images)
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After Saturday’s Xfinity Series Championship Race at Phoenix Raceway, Xfinity will no longer serve as the title sponsor of Nascar’s second-tier series.
An 11-year run after taking over the series sponsorship officially concludes this weekend for Xfinity, which is owned by Comcast, one of Nascar’s broadcast partners.
“The partnership gave us an authentic platform to showcase what Xfinity stands for – speed, innovation, and connection,” Matt Lederer, Comcast’s vice president of brand partnerships and engagement, said. “Nascar fans are some of the most passionate in all of sports, and this partnership allowed us to engage them in meaningful ways while building awareness and loyalty for the brand. It also helped us evolve how we tell our story, from national broadcast integrations to on-site fan experiences, making Xfinity synonymous with innovation in motorsports.”
Over the course of 11 years as the series’ title sponsor, Xfinity paved the way for dozens of drivers to make it to the Cup Series. In total, 363 Xfinity Series races have been held in 11 years.
But Xfinity, which is also a sponsor for 23XI Racing in the Cup Series, felt it was time to move on and have a different type of marketing activation.
“After 11 incredible years, this felt like the right moment to celebrate everything we’ve accomplished and allow the Series to enter a new era,” Lederer said. “We’ve achieved what we set out to do – elevate the Xfinity brand, help grow the sport, and create lasting connections with fans and drivers. Now, as our marketing priorities evolve, it’s an opportunity to redirect that same energy into new platforms while continuing to support Nascar in meaningful ways.”
The numbers back up Lederer’s claim, too. The numbers back up Lederer’s claim, too. Fifteen Xfinity markets have hosted races, and there has been a 209% increase in social/digital engagement on official Xfinity Series channels since 2015.
Xfinity is also continuing its agreement as a premier partner of Nascar. The Xfinity Fastest Lap award, which provides an extra bonus point to whoever has the fastest lap in a race, will also continue.
“Through our partnership with 23XI Racing, we’ll keep finding new ways to bring fans closer to the action and celebrate what makes Nascar so special — the speed, the competition, and the community,” Lederer said.
Xfinity also has a message for O’Reilly Auto Parts, which will take over as the series’ title sponsor.
“Enjoy every moment,” Lederer said. “Being the title sponsor of this series is a truly special experience – the drivers, teams, and fans make it one of the most passionate communities in sports. We wish O’Reilly the best and know they’ll continue building on the strong foundation we’ve helped establish.”
Over the course of the last 11 years, Xfinity has worked with Nascar to create unique programs for fans and teams alike. The most popular of all has been the Dash 4 Cash, a four-race stint each year that enables Nascar to put the spotlight on four drivers, with a $100,000 prize after each race.
“Creativity and imagining what’s possible have been at the heart of this partnership from day one,” Jessica Muir, Comcast’s senior director of brand partnerships and engagement, said. “We wanted to do more than just put our name on the Series – we wanted to add value. Dash 4 Cash gave drivers an exciting new incentive and fans another reason to tune in, while the new Xfinity Fastest Lap award has been a fun way to highlight performance and innovation on the track. Programs like these reflect who we are as a brand – always looking for new ways to enhance the experience for both fans and competitors.”
The Xfinity Series Championship Race takes the green flag on Saturday, Nov. 1 at 7:30 p.m. ET on The CW.
Source: https://www.forbes.com/sites/josephwolkin/2025/10/28/xfinity-says-goodbye-after-11-years-as-nascars-second-tier-series-title-sponsor/
