O’Reilly Auto Parts is in pole position to become the new title sponsor of NASCAR’s Xfinity Series beginning in 2026, according to people familiar with the matter. The move would end Comcast’s Xfinity brand’s role as entitlement sponsor after more than a decade, dating back to 2015.

The deal would mark O’Reilly’s largest investment in NASCAR to date. The company already maintains a heavy presence in motorsports through event sponsorships, track partnerships, and support of grassroots racing. Aligning with the sport’s second-tier national series would expand that footprint significantly.

The Xfinity Series has long served as a proving ground for rising stars while also offering Cup Series drivers additional competition. A new naming rights partner would not alter the competition format but would usher in a new era of branding for one of NASCAR’s most visible platforms.

NASCAR, O’Reilly Auto Parts, and Comcast have not yet commented on the possible sponsorship change. An official announcement could come as the sport finalizes its 2026 plans.