The NASCAR Xfinity Series will undergo a major rebrand to be officially named the NASCAR O’Reilly Auto Parts Series as the American automotive part retailer takes over as new title sponsor in a multi-year deal starting 2026.
The confirmation comes exactly four months after NASCAR launched search for a new series title partner, targeting to seal a $15 million deal.
The second-tier championship will now be officially known as the NASCAR O’Reilly Auto Parts Series starting January 1, 2026, taking over from Xfinity which previously held the naming rights for 10-years since 2015.
“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.”
O’Reilly Auto Parts is not entirely new to NASCAR. The company has previously served as an entitlement sponsor for a number of races including the 2021 road course race at Daytona, events at Texas Motor Speedway, and the Craftsman Truck Series at Mid-Ohio.
“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 2026 NASCAR O’Reilly Auto Parts Series will feature a 33-race season which will be broadcasted exclusively on The CW.
“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,” 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.”
The company marks the fourth brand to hold the naming rights to the popular series which was originally launched in 1982 titled the Budweiser Late Model Sportsman Series.
The series later rebranded to NASCAR Busch Grand National Series from 1984 through 2002, when the name was shortened to the NASCAR Busch Series.
Nationwide took over as the title sponsor from 2008 until the end of the 2014 season when the NASCAR Xfinity Series banner came into the fray.
2025 NASCAR Cup Standings and Playoff points after Richmond
William Byron claims 2025 NASCAR Cup Regular Season title at Richmond, Chase Elliott struggles
