NASCAR
NASCAR’s Secondary Series to be Known as O’Reilly Auto Parts Series in 2026
DAYTONA BEACH, Fla. – Starting in 2026, the NASCAR Xfinity Series will begin to be known as the O’Reilly Auto Parts Series. This banner agreement puts two American icons in close alignment with each other, further strengthening two passionate brands.
The multi-layered title sponsorship will also include greater integration with The CW Network. They will remain as the exclusive television broadcast home of the NASCAR O’Reilly Auto Parts Series.
The NASCAR O’Reilly Auto Parts Series will officially debut on January 1, 2026. Thus launches a new era for the beloved series that helps mold NASCAR’s future stars. O’Reilly Auto Parts is the fourth entitlement sponsorship in series history. They immediately follow an 11-year tenure with Xfinity. This duration saw the division reach new heights with unprecedented fan engagement, innovation, and exposure. The series’ past also saw a seven-year run with Nationwide Insurance, and a foundational relationship with Anheuser-Busch. To this day, Busch Beer remains a current loyal NASCAR Premier partner.
“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.”
Established in Springfield, Missouri in 1957, O’Reilly Auto Parts has grown from one store into an automotive parts empire. They now boast more than 6,400 locations across 48 states, Puerto Rico, Mexico, and Canada. The company employs over 90,000 team members, who prioritize excellent customer service, and are backed by 31 distribution centers.
O’Reilly Auto Parts is far from new to the realm of NASCAR sponsorship. The company has long supported stock car racing through event sponsorships across multiple series. These include: 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. This brand has fostered a deep connection between both fans and drivers.
“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. 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 NASCAR O’Reilly Auto Parts Series will be available exclusively to race fans across the country on The CW. In its first year on this network, the series has seen impressive year-over-year viewership growth. They are currently up +17% in Total Viewers compared to last season. 2025 is on track to be the most watched year since 2018. The series currently averages 1.1 million total viewers, with 19 out of 23 races drawing over one million people.
“The success of NASCAR on The CW has shown that millions of fans will consistently tune in for these adrenaline-fueled races every week,” said Brad Schwartz, President, The CW Network. “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.”
“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.”
Written by Peter Stratta
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Photo Credits to James Gilbert/Getty Images
