US telecoms giant Comcast, which does business in the US under the Xfinity moniker, has extended its major partnership with US stock car racing’s Nascar competition.
Xfinity’s Nascar partnership, which began in 2014, sees the brand serve as both a premier partner of the series as well as the tile sponsor of the secondary Nascar Xfinity Series circuit.
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This latest renewal has extended Xfinity’s top-level partnership with Nascar for multiple years, however, the title sponsorship of Nascar’s second-tier series has only been renewed for a single campaign, meaning it may have to find a new title sponsor in 2026.
The multi-year renewal of Comcast's premier partnership with Nascar will see more of its Xfinity brands receive visibility around the series, with the Xfinity Mobile service becoming the official wireless partner of Nascar, while Xumo (an Xfinity and Charter streaming joint venture) becomes an official video and streaming partner of Nascar.
Nascar and Xfinity will collaborate to host “immersive viewing experiences and unique content” on the Xumo service through the course of the deal.
Xfinity will now also lend its name to the “Xfinity Fastest Lap”, a new program put into place by Nascar for the 2025 season where the owner of the fastest lap in every race will gain an extra point.
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By GlobalDataThis will come into effect across the elite Nascar Cup Series, the secondary Xfinity Series, and the Nascar-administered Craftsman Truck Series of pickup truck racing, granting Xfinity greater visibility across all of Nascar’s operations.
The initial 10-year partnership between Xfinity and Nascar was agreed in 2014 to expire at the end of the 2024 season as the telecoms provider replaced Nationwide.
That deal had a reported value of $20 million per season to Nascar or $200 million in total.
In 2019, Nascar revamped its sponsorship model, with Xfinity becoming one of four ‘premier partners’, the series’ new elite tier of sponsorship.
