O'Reilly Auto Parts Named Title Sponsor for NASCAR Secondary Series Starting in 2026

NASCAR announced on Monday morning that O’Reilly Auto Parts will become the title sponsor of what is currently the NASCAR Xfinity Series as part of a multiyear partnership.

O’Reilly Auto Parts has been a long-time sponsor in NASCAR, and now that partnership will take another step forward with the NASCAR O’Reilly Auto Parts Series, effective January 1, 2026.

This marks the fourth entitlement sponsor in the history of the series. Xfinity began entitlement sponsor of the series in 2015, and was preceded by Nationwide Insurance and was Anheuser-Busch.

“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 boasts more than 6,400 locations across 48 states, Puerto Rico, Mexico and Canada. The company was founded in Springfield, Missouri in 1957.

“Our company is rooted in the same values that define NASCAR—teamwork, enthusiasm, and dedication,” said O’Reilly Auto Parts President Brent Kirby. “You’ll see those in action when our customers walk through our doors. We know they need fast service, and Team O’Reilly will get them the parts they need quickly, with excellent customer service. We welcome all fans to stop by our stores and see how our team can help keep them running.”

The NASCAR O’Reilly Auto Parts Series will be televised exclusively on The CW, continuing a broadcasting partnership that began in 2025. In its first season on The CW, the series is enjoying a 17 percent increase in total viewers compared to 2024. It is on pace to be the most viewed season for the series since 2018.

The series is currently averaging 1.1 million total viewers, with 19 out of 23 races drawing more than one million total viewers.

“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, 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 mutually strong presence in local communities nationwide and continuing to grow our passionate audience in the years to come.”

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

While the full 2026 NASCAR O’Reilly Auto Parts Series schedule has not been announced yet, the series will take the green flag on Saturday, February 14, 2026 at Daytona International Speedway. That event takes place on the eve of the Daytona 500 on February 15.

-Photo credit: Jared C. Tilton/Getty Images