Klutch Sports Group has been appointed to spearhead the search for new NASCAR Xfinity Series title sponsor with a target $15 million-per-year replacement deal for its second-tier national racing championship.
This transition follows the announcement that Xfinity, the Comcast-owned telecommunications brand, will not renew its naming rights agreement after the 2025 season concluding a decade-long partnership that has significantly shaped the series’ identity and market presence.
While the current NASCAR Xfinity Series title sponsor will continue its involvement as a premier partner, the series will be seeking a fresh brand partner to take over the title sponsorship starting in 2026.
NASCAR has set ambitious financial targets for this new partnership, aiming for a deal valued at approximately $15 million annually which includes both rights fees and marketing activation spending.
The current Xfinity sponsorship deal which began in 2015 reportedly worth $200 million over ten years (equivalent to $20 million per year), has been a cornerstone of NASCAR’s commercial strategy for the stock car racing series.
This investment not only provided substantial financial support but also helped elevate the Xfinity Series’ profile through integrated marketing campaigns, expanded digital content, and fan engagement initiatives.
However, the new target reflects a slight reduction with NASCAR looking for around $10 million annually in rights fees plus an additional mid-seven-figure commitment toward marketing and activation efforts.
According to Sports Business Journal, the combined investment is expected to reach about $15 million per year, balancing the need to attract a strong brand partner while adapting to the evolving sponsorship landscape in motorsports.
To spearhead the search for new NASCAR Xfinity Series title sponsor, Klutch Sports Group has been enlisted as the exclusive sales agency.
Led by Rich Paul, a figure renowned in the sports management industry and closely associated with NBA superstar LeBron James, Klutch brings a unique blend of sports marketing expertise and celebrity influence to the table.
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The agency’s previous collaborations with NASCAR which included merchandise initiatives and facilitating influencer attendance at races have laid the groundwork for a more ambitious partnership aimed at attracting a high-profile, brand-forward sponsor for the Xfinity Series.
More recently, Klutch expanded its motorsports footprint by signing two-time Indianapolis 500 winner Josef Newgarden, signaling its growing influence in the racing world.
NASCAR’s Chief Commercial Officer, Craig Stimmel, highlighted the strategic rationale behind partnering with Klutch Sports Group, noting the agency’s increasing activity in motorsports and its successful track record in sports marketing.
“[Racing] is something Klutch has been interested in getting into and sinking our teeth in,” said Andrew Feinberg , Klutch head of global partnerships.
“Motorsports has become incredibly popular, particularly over the last couple years with some of the content that’s come out, but it’s been a no-brainer for us to want to partner with Craig [Stimmel] and NASCAR because of how partner forward this league has been historically.
”It’s probably one of the more passionate fanbases that we’ve seen in sports to this day and will continue to be so.”
Despite stepping back from the naming rights, Comcast will maintain a strong presence in NASCAR through an extended premier partnership including expanding its portfolio with brands like Xfinity Mobile as the official wireless partner and Xumo as the official streaming partner for NASCAR.
Additionally, Xfinity will continue to sponsor the Xfinity 500 race at Martinsville Speedway maintaining a visible connection to the sport.
This sponsorship change coincides with other strategic developments in NASCAR’s broadcast and marketing approach. Starting in 2025, the Xfinity Series’ television coverage will transition exclusively to The CW network, broadening its exposure and potentially attracting new audiences.
This move aligns with NASCAR’s broader strategy to enhance fan engagement and commercial appeal across all its national series.
