In a landmark move for stock car racing, NASCAR and O’Reilly Auto Parts today announced a multiyear agreement that will make the leading automotive parts retailer the title sponsor of what is currently known as the NASCAR Xfinity Series. Beginning January 1, 2026, the series will officially debut under its new name: the NASCAR O’Reilly Auto Parts Series.

The partnership unites two American-born institutions with deep roots in performance, community, and passion. It also includes promotional opportunities and integrations with The CW Network, the exclusive home of the series’ broadcasts.

“This new partnership allows us to continue to fuel passion for the next generation of NASCAR’s stars and fans while celebrating the journey we’ve been on together for decades,” said NASCAR President Steve O’Donnell.

The agreement marks just the fourth entitlement sponsorship in the series’ history. O’Reilly Auto Parts follows Xfinity, whose 11-year tenure brought unprecedented levels of innovation and engagement, along with previous partnerships with Nationwide Insurance and Anheuser-Busch.

Founded in 1957 in Springfield, Missouri, O’Reilly Auto Parts has grown from a single store into an industry giant with more than 6,400 locations across the U.S., Puerto Rico, Mexico, and Canada. The company’s 92,800 team members are known for their customer-first service, backed by a wide-reaching distribution network.

Though the title sponsorship is new, O’Reilly’s presence in NASCAR is longstanding. The company has supported the sport through numerous race sponsorships, including the O’Reilly Auto Parts 253 at Daytona’s Road Course in 2021, the O’Reilly Auto Parts 150 at Mid-Ohio in 2022, and multiple entitlement races at Texas Motor Speedway.

“Our company is rooted in the same values that define NASCAR—teamwork, enthusiasm, and dedication,” said O’Reilly Auto Parts President Brent Kirby. “We’re excited to bring those same values to fans every week and continue serving them both at the track and in our stores.”

The CW has already played a key role in amplifying the series, which is experiencing strong viewership growth in its first season on the network. Ratings are up 17% compared to last year, with an average of 1.1 million total viewers and 19 of 23 races drawing over one million viewers.

“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 of The CW Network. “Partnering with O’Reilly Auto Parts allows us to extend that reach even further while building a lasting connection in local communities nationwide.”

O’Reilly Auto Parts Vice President of Advertising and Marketing Hugo Sanchez echoed the sentiment: “This agreement builds on our long-term involvement in NASCAR and our dedication to the fans who love cars as much as we do.”

With its new title sponsor, growing broadcast presence, and an ever-deepening talent pipeline, the NASCAR O’Reilly Auto Parts Series is poised to enter 2026 with momentum—ready to showcase the sport’s rising stars and connect with fans in new and meaningful ways.