NASCAR has confirmed that OâReilly Auto Parts will become the new title sponsor of its secondary circuit in 2026. The longtime Xfinity Series will be rebranded as the NASCAR OâReilly Auto Parts Series.
It marks a fresh chapter for one of the sportâs most competitive divisions. The series is already seeing rising viewership on The CW. And with OâReillyâs deep ties to the automotive world, the timing feels like a natural fit for both fans and the sport.
OâReilly Auto Parts Takes Over as Title Sponsor
Since 2015, NASCARâs secondary series has carried the Xfinity name. But on January 1, 2026, Springfield, Missouri-based OâReilly Auto Parts will officially become the fourth title sponsor in the seriesâ history, following Anheuser-Busch (1982â2007), Nationwide (2008â2014), and Xfinity (2015â2025).
The deal is set as a multi-year agreement that includes promotional opportunities and brand integrations with The CW Network, which will continue to serve as the exclusive broadcast partner. NASCAR President Steve OâDonnell described the move as a partnership rooted in shared values:
âLike the great sport of NASCAR, OâReilly 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 NASCARâs stars and fans while celebrating the journey weâve been on together for decades.â
Brad Schwartz, President of The CW Network, emphasized how the growing momentum makes this partnership especially powerful: âThe 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 OâReilly 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.â He added.
OâReilly is no stranger to NASCAR, with a history of race sponsorships like the OâReilly Auto Parts 253 at Daytona in 2021, making this new title role a logical next step.
A Sponsorship Shift at the Perfect Moment
The sponsorship comes during a critical growth phase. According to RacingAmerica.com, the series saw a 17% viewership spike in 2025, averaging 1.1 million viewers per race on The CW. For NASCAR, that momentum aligns perfectly with OâReillyâs authentic, automotive-focused branding, a far cry from the more corporate or tech-driven partnerships of the past.
OâReilly executives highlighted how this deal deepens their commitment to fans and the sport itself.
âPartnering 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,â said Hugo Sanchez, OâReilly Auto Parts vice president of advertising and marketing. âThis agreement builds on our long-term involvement in NASCAR and our dedication to the fans who love cars as much as we do.â
OâReilly President Brent Kirby echoed that message, pointing to the companyâs customer-first values: âOur company is rooted in the same values that define NASCAR, teamwork, enthusiasm, and dedication. Youâll see those in action when our customers walk through our doors. We know they need fast service, and Team OâReilly 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.â
Daytona 2026: The Start of a Fresh Chapter
The rebranded series will debut on February 14, 2026, at Daytona International Speedway with the United Rentals 300. With The CW locked in as broadcaster through 2031, NASCAR and OâReilly will have years to grow the series together.
The financials are also notable. Reports from ProFootballNetwork.com suggest the deal is worth $10â15 million annually, paving the way for large-scale promotional campaigns across OâReillyâs 6,400+ stores nationwide. This grassroots reach could help NASCAR attract new fans while reigniting passion among longtime supporters.
For many, this shift feels like a cultural reset. While Xfinityâs tech-centered branding pushed innovation, OâReillyâs involvement promises a return to NASCARâs authentic, hands-on, blue-collar spirit. With rising viewership, a committed sponsor, and a clear strategy, NASCARâs secondary series looks poised to hit full throttle in 2026.
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