O'Reilly Automotive inks new title sponsorship with NASCAR

Springfield-based auto parts retailer O'Reilly Automotive Inc. (Nasdaq: ORLY) is assuming the title sponsorship of what’s considered NASCAR’s No. 2 national series.

NASCAR’s secondary series, which has been the Xfinity Series for 11 years, is slated to change to the O’Reilly Auto Parts Series starting Jan. 1, 2026, according to a news release. The financial terms of the deal were not disclosed.

The NASCAR agreement with O'Reilly Automotive marks the fourth entitlement sponsorship in the history of the series. The deal includes promotional opportunities and brand integrations in partnership with The CW Network, the exclusive broadcast home of the series where it averages 1.1 million total viewers.

“Partnering with NASCAR and The CW at this level enables us to further deepen our connection to one of the most loyal fan bases in all of sports,” said Hugo Sanchez, O’Reilly Automotive vice president of advertising and marketing, in the release. “This agreement builds on our long-term involvement in NASCAR and our dedication to the fans who love cars as much as we do."

O'Reilly Automotive's support of NASCAR has included the O’Reilly Auto Parts 253 at the Daytona Road Course in 2021, title sponsorships at Texas Motor Speedway and the Craftsman Truck Series’ O’Reilly Auto Parts 150 at Mid-Ohio in 2022.

“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,” NASCAR President Steve O’Donnell said in the release. “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.”