How Could NASCAR Rebrand the Xfinity Series if it Leaves?
NASCAR has a few business things to tidy up throughout the offseason, including the TV deal, however, one other thing…
The business side of NASCAR will undergo some major changes in 2025, including an uncertain future for some of its premier partners. Adam Stern reports that some major changes could happen amongst NASCAR’s premier partners, including potentially losing Geico and looking for a new sponsor for the second-tier series. Here is everything we know.
Stern reports that Geico is uncertain to renew with NASCAR after the 2024 season. He also reports that NASCAR has considered adding a fifth premier partner, but nothing has happened on that front. If Geico did leave, adding another premier partner would soften the blow somewhat.
Geico is relatively new to NASCAR compared to other “Premier” partners. Geico’s first major foray into NASCAR came in 2008, sponsoring Germain Racing as they expanded into the Xfinity Series and, eventually, into the Cup Series in 2009. Geico later began title sponsoring races, including the Playoff opener at Chicagoland Speedway from 2011 through 2013, the fall race at Talladega in 2014, and now the spring race at Talladega since 2015.
Geico became a premier partner in the sport in 2020 and continued sponsoring Germain Racing throughout the season. However, German Racing closed its doors after that season.
NASCAR has a few business things to tidy up throughout the offseason, including the TV deal, however, one other thing…
Over the offseason, Stern reported that Xfinity was entering the final year of a 10-year contract to be the title sponsor of NASCAR’s second-tier series. Regarding where negotiations stand now, Stern reports that Xfinity is looking to move some of that investment in NASCAR to other areas like 23XI Racing. Stern later says that Xfinity may only sign a short-term deal to sponsor the series.
Xfinity is not going anywhere, which makes sense given its parent company, Comcast. Comcast owns NBCUniversal, which just re-upped with NASCAR for the next media rights deal, committing to broadcasting the final 14 Cup Series races through 2031. However, the Xfinity Series rights will move from Fox/NBC to The CW later this year, meaning Comcast doesn’t have the same connection it once did.
No names have been reported as to who could take over for Xfinity. Many fans would love to see fellow Premier Partner Busch take the mantle, as the Anheuser-Busch brand sponsored the series from 1982 through 2007. It’s also possible that NASCAR could do what they did with the Cup Series, ditch the title sponsor, and rename the series to something different.
Stern reports that Coca-Cola is “Expected” to stick with NASCAR at least through 2025. However, it might not quite have as tight of a grip on the sport as it once did. Stern says that the NASCAR-owned Kansas Speedway has struck a sponsorship deal with 7-Up, a Pepsi product.
Coca-Cola has been involved with NASCAR since the 1970s, including sponsoring the sport’s second-biggest race, the Coca-Cola 600, since 1985. Coca-Cola tightened its’ grip on NASCAR in 2008, taking Pepsi’s title sponsorship of the Daytona summer race and rebranding it as the “Coke Zero 400”. Pepsi slowly backed out of the sport as the following years progressed.
Moves like what Kansas Speedway made could impact fans at the track, meaning they may see more options other than Coca-Cola products at concessions stands. However, Coca-Cola seems committed to the sport for now, even if it may look slightly different.
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