For the past eleven years, Xfinity has been the sponsor the second tier NASCAR racing series. Beginning January 1, 2026, the series will have a new sposor…O’Reilly Auto Parts.
Over the years O’Reilly has sponsored numerous races and has had a long standing relationship with NASCAR. They have now signed a multi-year contract to sponsor an entire racing series.
According to NASCAR, “This landmark partnership aligns two American-born powerhouses, each with a rich legacy of fueling performance and passion from the grassroots up.”
The partnership also includes brand integrations and promotional opportunities for O’Reilly Auto Pars on the racing series’ exclusive broadcasting network – CW.
O’Reilly Auto Parts is the fourth organization to sponsor the racing series; following Xfinity, Nationwide, and Anheuser-Busch.
NASCAR President Steve O’Donnell spoke on the new partnership saying, “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.”
O’Reilly Auto Parst was founded in 1957 in Springfield, Missouri with humble beginnings of just one store and has grown to over 6,000 locations across North America with nearly 93,000 team members.
Speaking on the new partnership, O’Reilly Auto Parts President Brent Kirby said, “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.”
O’Reilly Auto Parts vice president of advertising and marketing O’Reilly Auto Parts vice president of advertising and marketing added, “p artnering 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.”
Noting an increase in viewership, CW Network President Brad Schwartz said, “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.”