NASCAR and Klutch Sports Group have partnered up to begin NASCAR’s search for the next series sponsor after its contract with the Xfinity Series concludes. “The terms NASCAR is seeking include $10M annually for rights fees plus a mid seven-figure commitment to action that would take a brand’s per annum spend to at least around $15M,” Sports Business Journal’s Adam Stern said.
According to SBJ, NASCAR can fit “another premier partner or two” and retained three premier partners in “Coca-Cola, Busch Beer, and Xfinity,”
NASCAR attracted Red Bull back to the series this year after it left the sport in 2011. Other consumer brands could follow. “Chipotle, Robinhood, and Cracker Barrel are among other well-known consumer-facing brands that have gotten into racing,” Stern writes.
In early 2025, Xfinity signed a long-term extension with NASCAR to remain a premier partner, which “included a one-year extension of the Xfinity Series asset to help give NASCAR time to find a replacement,” Stern writes. “That will take Xfinity’s tenure as title sponsor up to 11 years after the 2025 season.”
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