NASCAR is planning a big change for the NASCAR Xfinity Series starting in 2026. A new name could soon replace a longtime sponsor. NASCAR has set a bold price for this deal—and brought in Klutch Sports Group to make it happen. Their leader, Rich Paul, is taking charge of the search. With millions on the line and a tight deadline ahead, this move could reshape what comes next for the NASCAR Xfinity Series.
Key Highlights
- NASCAR is seeking a new title sponsor for the Xfinity Series starting in 2026.
- The new sponsorship deal requires an annual investment of $15 million.
- Klutch Sports Group, led by Rich Paul, is tasked with securing the new sponsor.
- Comcast will continue as a Premier Partner for the NASCAR Cup Series.
- The sponsorship aims to enhance the series’ prestige and marketability.
NASCAR Seeks New Xfinity Series Sponsor for 2026
As NASCAR approaches the end of its current title sponsorship agreement with Comcast for the Xfinity Series, it is actively seeking a new sponsor to take over in 2026.
The racing organization has set its sights on securing a brand partner willing to invest approximately $15 million annually. This tactical move follows the recent renewal of NASCAR’s partnership with Comcast, which will maintain its role as a Premier Partner of the Cup Series and continue its title sponsorship of the Xfinity Series until the termination of the 2025 season.
Thereafter, Comcast will relinquish its naming rights, opening the door for a new brand to step in. NASCAR’s ambitious financial goal indicates its commitment to enhancing the series’ prestige and marketability.
Klutch Sports Group Takes Lead in Sponsorship Search
NASCAR has enlisted Klutch Sports Group to spearhead the search for a new title sponsor for the Xfinity Series. Klutch Sports Group, under the leadership of Rich Paul, is known for its strong presence in the sports industry.
.@KlutchSports Group, the firm run by @KingJames' agent @RichPaul4, is deepening its presence in racing with a major new assignment from @NASCAR Holdings: Serving as exclusive sales agency in finding a fresh title sponsor for the Xfinity Series. https://t.co/1auGDyoYXF
— Adam Stern (@A_S12) April 14, 2025
This collaboration marks a notable shift in NASCAR‘s sponsorship strategy, leveraging Klutch’s extensive network and expertise. Previously, Klutch has aided NASCAR in enhancing the sport’s appeal by introducing fresh merchandise concepts and coordinating celebrity and influencer appearances at races, which has proven beneficial in expanding the sport’s reach.
Tasked with a more substantial role, Klutch is now focusing its efforts on securing a lucrative title sponsor for the Xfinity Series. This development highlights NASCAR’s commitment to innovation and growth, aiming to attract partners who align with the sport’s vision.
As the search progresses, Klutch’s proven track record in sports marketing positions them as a formidable ally in this endeavor.
Financial Targets and Statement from Klutch Executive
Klutch Sports Group is now turning its focus toward meeting the financial goals set by NASCAR for the Xfinity Series sponsorship. NASCAR has outlined a deal requiring $10 million annually in rights fees, in addition to a marketing and promotion budget, known as “activation,” which raises the total yearly expenditure to a minimum of $15 million for the sponsoring brand.
Andrew Feinberg, Head of Global Partnerships at Klutch, expressed enthusiasm about the collaboration. He noted the rising popularity of motorsports, partly due to recent content releases.
“Motorsports has become incredibly popular, particularly over the last couple years with some of the content that’s come out, but it’s been a no-brainer for us to want to partner with Craig and NASCAR because of how partner forward this league has been historically, and it’s probably one of the more passionate fanbases that we’ve seen in sports to this day and will continue to be so.” – Andrew Feinberg
Feinberg emphasized the tactical alignment with NASCAR, highlighting the league’s historic commitment to being “partner forward.” Furthermore, he acknowledged the passionate fanbase NASCAR commands, describing it as one of the most fervent in sports today, with potential for continued growth.
Details of Comcast’s Renewed Partnership through 2025
Comcast’s renewed partnership with NASCAR, extending through 2025, brings several notable improvements to the motorsport experience. As the title sponsor for the alternative-tier series, Xfinity will mark 11 years in this role by the end of the 2025 season.
One of the most notable advancements is the introduction of the “Xfinity Fastest Lap” program. This new initiative will award one race point to the driver and team achieving the fastest single lap during each race across all three National Series, adding a fresh competitive edge to the events.
Furthermore, Comcast is expanding its brand involvement within NASCAR. Xfinity Mobile has been designated the Official Wireless Partner, improving connectivity for fans and participants similarly.
Meanwhile, Xumo, Comcast’s streaming service in collaboration with Charter, assumes the role of Official Video and Streaming Partner. Xumo aims to uplift the viewing experience by introducing new content, providing fans with more ways to engage with the sport.
Continued Community Involvement and NASCAR Cup Series Update
How does Comcast exemplify its commitment to the NASCAR community beyond the racetrack? Comcast continues to show its dedication by extending support to community programs and initiatives.
Significantly, it perpetuates its sponsorship of the Xfinity 500, a crucial race in the NASCAR calendar. Additionally, the Comcast Community Champion of the Year program remains a cornerstone of its community efforts, recognizing individuals in the sport who contribute to societal betterment.
- Sponsorship of Major Races: Continuing the Xfinity 500 sponsorship.
- Recognition Programs: Running the Comcast Community Champion of the Year.
- Support for Innovation: Partnering with NASCAR to improve fan engagement.
- Long-term Commitment: Extending partnership through 2025.
In the domain of competition, the NASCAR Cup Series will pause this weekend, resuming on April 27 with the Jack Link’s 500 at Talladega Superspeedway.
News in Brief: NASCAR Xfinity Series Sponsorship 2026
As NASCAR seeks a new sponsor for its Xfinity Series in 2026, the involvement of Klutch Sports Group highlights a tactical approach to achieving financial goals. With Comcast committed to the series through 2025, the focus remains on sustaining community involvement and ensuring the continued success of NASCAR’s offerings. The outcome of these sponsorship negotiations will play a vital role in shaping the future of the series, impacting fans, teams, and the broader motorsports community.
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