The US telecom behemoth Comcast, which operates in the US under the Xfinity brand, has expanded its significant alliance with the Nascar competition, which is a stock car racing organization in the US. Beginning in 2014, Xfinity has been a part of the Nascar series as a premier partner and as the tile sponsor of the supplementary Nascar Xfinity Series circuit. Although Xfinity’s top-level agreement with Nascar has been extended for several years with this most recent renewal, the second-tier series’ title sponsorship has only been extended for one campaign, which means it might need to find a new title sponsor in 2026. More of Comcast’s Xfinity brands will be seen during the series thanks to the multi-year extension of its exclusive deal with Nascar, which includes 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.
Throughout the agreement, Nascar and Xfinity will work together to offer “immersive viewing experiences and unique content” on the Xumo service. The “Xfinity Fastest Lap,” a new initiative implemented by Nascar for the 2025 season, will also be named after Xfinity. The owner of the fastest lap in each race will receive an additional point. This will provide Xfinity more exposure across all of Nascar’s activities and apply to the top-tier Nascar Cup Series, the subsidiary Xfinity Series, and the Nascar-administered Craftsman Truck Series of pickup truck racing. When Xfinity replaced Nationwide as the telecom provider at the end of the 2024 season, the original 10-year agreement between the two parties was agreed upon in 2014. That bargain 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.
