O’Reilly Auto Parts Takes Over NASCAR’s Secondary Series from 2026

NASCAR has unveiled a significant new partnership that will reshape its secondary national series, announcing that O’Reilly Auto Parts will assume the naming rights starting in 2026.

The long-running development category, which has produced most of today’s Cup Series stars, will be rebranded as the NASCAR O’Reilly Auto Parts Series from Daytona’s season-opener on 14 February 2026. The CW Network remains the exclusive broadcast partner in the United States.

The deal marks the end of an 11-year era under the Xfinity branding, which saw the series rise to new levels of exposure and fan engagement. Before Xfinity, Nationwide Insurance and Anheuser-Busch were naming rights holders, meaning O’Reilly will become only the fourth title sponsor in the championship’s history.

A Partnership Built on Familiarity

While the naming rights are new, O’Reilly Auto Parts is no stranger to NASCAR. The company has a deep footprint in the sport, having sponsored races at Daytona, Texas Motor Speedway, and Mid-Ohio in the CRAFTSMAN Truck Series, as well as long-standing partnerships with tracks and teams.

Founded in Springfield, Missouri, in 1957, O’Reilly has grown from a single-store operation to over 6,400 locations across the U.S., Mexico, Puerto Rico, and Canada. With 92,000 employees and 31 distribution centres, it is now one of the largest automotive replacement parts chains in North America.

“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.”

O’Reilly Auto Parts President Brent Kirby said the move reflects the company’s customer-first culture.

“Our company is rooted in the same values that define NASCAR — teamwork, enthusiasm and dedication,” he said. “When our customers walk through our doors, they want fast service and the right parts. That’s what we deliver, and that same mindset is what makes this partnership with NASCAR such a natural fit.”

Television Growth and New Opportunities

The O’Reilly deal comes at a time when the series is enjoying fresh momentum on The CW Network. In 2025, its first season with the broadcaster, viewership jumped 17 per cent year-on-year, averaging 1.1 million viewers per race — the best since 2018. Nineteen of 23 races drew more than one million viewers, proving NASCAR’s developmental tier has a loyal following.

“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. “This exciting new partnership with O’Reilly Auto Parts gives us the opportunity to expand that reach even further by tapping into our strong local community ties and growing our passionate audience in the years to come.”

What This Means for the Fans

For fans, the O’Reilly title sponsorship is more than a logo change. O’Reilly has pledged to activate the partnership at both the grassroots and national level — meaning racegoers can expect expanded trackside promotions, retail tie-ins and fan-friendly initiatives.

• Local Store Promotions: Expect ticket giveaways, exclusive merchandise and driver appearances at O’Reilly outlets across the U.S., Mexico and Puerto Rico.

• Trackside Presence: Branded fan zones, interactive displays and giveaways at race weekends are likely to increase, continuing O’Reilly’s long tradition of heavy trackside engagement.

• Grassroots Connection: As the category that develops future Cup stars, the new partnership underscores O’Reilly’s alignment with everyday fans — many of whom already rely on the company for DIY car maintenance.

Hugo Sanchez, O’Reilly Auto Parts vice president of Advertising and Marketing, said the partnership will allow the company to further integrate with NASCAR’s famously loyal fanbase.

“Partnering with NASCAR and The CW at this level enables us to deepen our connection to one of the most loyal fanbases in all of sports,” Sanchez said. “This agreement builds on our long-term involvement in NASCAR and our dedication to the fans who love cars as much as we do.”

A New Era Begins

For NASCAR, the announcement locks in the commercial future of its secondary series for the long term while bringing in a brand with deep automotive credibility. For O’Reilly, it provides a national stage to showcase its identity in front of millions of fans, from grassroots mechanics to weekend racers.

The NASCAR O’Reilly Auto Parts Series begins its new chapter at Daytona on 14 February 2026, with a field once again stacked with the next generation of Cup contenders. For fans, it marks the start of a partnership that promises not only exciting racing on track but a deeper connection off it.