Xfinity ending title sponsorship of NASCAR second-tier series

Since 2015, NASCAR‘s second-tier series has been known as the Xfinity Series. But that is coming to an end in 2026.

Comcast’s Xfinity telecommunications brand will end its title sponsorship of the series after 2025, Adam Stern of Sports Business Journal reported Tuesday. Xfinity has renewed its broader premier partnership with NASCAR “for multiple years and with fresh strategies,” Stern wrote.

As part of a Xfinity’s renewed partnership with NASCAR, the sanctioning body is introducing the “Xfinity Fastest Lap,” which awards one point to the team and driver with the fastest single recorded lap each race, across all three of NASCAR’s national series. 

“What we’ve seen is the partners who are part of the sport want to dig in deeper and that’s what we love. More owned assets and content opportunities,” said Brian Herbst, NASCAR’s EVP and Chief Media & Revenue Officer. “For us, that’s the biggest takeaway from this partnership extending is just more opportunities for our fans to consume the sport, engage and then grow the portfolio of products that Matt just mentioned all along the way.”

NASCAR Xfinity Series changing title sponsor in 2026

Xfinity previously replaced Nationwide as title sponsor, which made sense as sister company NBC began airing NASCAR races that same year. That deal had a value of roughly $200 million over a decade between $10 million in annual rights fees to NASCAR and $10 million in yearly activation commitments, per Stern. Xfinity became a premier partner of NASCAR in 2020.

With NASCAR inking a new media rights deal in which Nexstar Media Group’s The CW will air every Xfinity race from 2025-2031, Xfinity extended its title sponsorship through this season to allow NASCAR time to find a replacement for the 2026 season. NASCAR will hit the corporate market starting Tuesday in search of a new title sponsor.

“11 years of being an entitlement partner and having the run that we’ve had has been amazing, and now I think it’s time for someone else to take that mantle and continue to grow the series to heights that we can’t even consider at this point,” Comcast VP/Branded Partnerships & Activation Matt Lederer said.

“… I will forever for the rest of my career be really proud of what we’ve been able to do collectively in the way we’ve taken this series to a new level and therefore our brand to a new level.”

The Xfinity era saw Chris Buescher, Daniel Suárez, William Byron, Tyler Reddick, Austin Cindric and Ty Gibbs win championships. All six are now playoff level drivers in Cup.