The NASCAR Xfinity Series will carry a new name beginning in 2026 as O’Reilly Auto Parts takes over as the entitlement sponsor. NASCAR and O’Reilly confirmed a multiyear partnership that cements the company as the new face of the sport’s secondary national series. The agreement builds on O’Reilly’s long-standing involvement in motorsports and will be paired with expanded promotional opportunities through The CW Network, ensuring wide exposure for a series built on the growth of NASCAR’s future stars.
Key Highlights
NASCAR Xfinity Series becomes the NASCAR O’Reilly Auto Parts Series beginning Jan. 1, 2026
O’Reilly Auto Parts’ sponsorship continues decades of involvement in NASCAR across multiple series and events
The CW Network remains exclusive broadcast partner with rising viewership numbers
The deal marks the fourth entitlement sponsorship in series history, following Xfinity, Nationwide, and Anheuser-Busch
NASCAR and O’Reilly leaders emphasize shared values of teamwork, passion, and grassroots connections
A Landmark Sponsorship for NASCAR’s Secondary Series
NASCAR’s secondary national series has had several names through its history, but starting January 2026, it will be known as the NASCAR O’Reilly Auto Parts Series. This new chapter arrives after 11 years of Xfinity entitlement, a period credited with lifting the series’ exposure, fan interaction, and media reach. Before Xfinity, the series spent seven years under Nationwide Insurance and originated with Anheuser-Busch as its first title sponsor. NASCAR President Steve O’Donnell emphasized the alignment of values between the sanctioning body and O’Reilly.
“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 while celebrating the journey we’ve been on together for decades.” – Steve O’Donnell
O’Reilly Auto Parts’ Deep Motorsport Roots
Founded in 1957 in Springfield, Missouri, O’Reilly Auto Parts has grown from one store to over 6,400 locations across the United States, Puerto Rico, Mexico, and Canada. Its reach is supported by nearly 93,000 employees and 31 distribution centers. NASCAR fans are familiar with the O’Reilly brand thanks to its prior race sponsorships, including the O’Reilly Auto Parts 253 at Daytona in 2021, title races at Texas Motor Speedway, and the O’Reilly Auto Parts 150 at Mid-Ohio in the Truck Series. The company views the entitlement deal as a natural progression.
“Our company is rooted in the same values that define NASCAR — teamwork, enthusiasm and dedication. 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.” – Brent Kirby
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Growing Reach Through The CW Network
The O’Reilly sponsorship coincides with the series’ presence on The CW Network, where ratings are showing significant growth. Viewership is up 17 percent year-over-year, averaging 1.1 million total viewers. Nineteen of 23 events this season have topped one million viewers, making it the strongest season since 2018. Brad Schwartz, President of The CW, noted that the partnership strengthens both local and national connections.
“The success of NASCAR on The CW has shown that millions of fans will consistently tune in for these adrenaline-fueled races every week. 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.” – Brad Schwartz
Expanding NASCAR’s Fan Connection
The new title agreement reinforces O’Reilly Auto Parts’ commitment to racing while offering NASCAR fresh ways to connect with its fanbase. Hugo Sanchez, vice president of advertising and marketing for O’Reilly, said the partnership goes beyond naming rights by tying the brand closer to its core customers.
“Partnering with NASCAR and The CW at this level enables us to further deepen our connection to one of the most loyal fanbases in all of sports. This agreement builds on our long-term involvement in NASCAR and our dedication to the fans who love cars as much as we do.” – Hugo Sanchez
News in Brief: NASCAR Secondary Series Partnership
The NASCAR Xfinity Series will be renamed the NASCAR O’Reilly Auto Parts Series starting in 2026 under a multiyear sponsorship deal. O’Reilly Auto Parts, which already has a deep history in NASCAR race sponsorships, will expand its presence alongside exclusive broadcast partner The CW Network. NASCAR leaders praised the shared values between the sport and O’Reilly, while company officials emphasized their long-standing dedication to service and fans. With rising ratings and a growing audience, the series enters a new era.
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