In 2020, NASCAR decided to put itself at the forefront as the premier stock car racing brand and dropped the title sponsorship theme. Over the years, Nextel, Winston, and Monster brought in their big bucks and helped the sport thrive. But that isn’t the case anymore, as the premier series is known as the NASCAR Cup Series.

However, this didn’t mean NASCAR shut the door on sponsorship money. Rather, they handpicked four brands and labeled them as the premier partners. Coca-Cola, Busch-Beer, Comcast, and GEICO were at the forefront of the new business model going forward. But, only four years into the deal, GEICO announced that it would end its association as a premier partner, leaving NASCAR in search of a new sponsor.

GEICO is estimated to be worth $32 billion, and finding a replacement for a big departure like this was going to be tough for NASCAR. But it looks like the governing body has also started to make the moves in the right direction.

NASCAR finds a new title sponsor for the Talladega spring race

GEICO, apart from serving as the official insurance provider of NASCAR, also sponsored the spring Talladega races. For five start years, the spring race at the 2.6-mile drafting track was named as GEICO 500. However, the insurance company deciding to take the exit door also meant that NASCAR would have to find a title sponsor for one of its big races.

According to Adam Stern from Sports Business Journal, Jack Link is now dropped in as the new title sponsor for the spring Talladega race. “@JacksLinks will become the new title sponsor of Talladega’s spring NASCAR Cup Series race in 2025, replacing @GEICO.” Stern shared this update on X.

Not only that, in August, the company also received the title of the Official Meat Snack of NASCAR. However, back then, no one knew the role the brand had in partnering with NASCAR. But now the secret is out in the open. “Buckle up,@NASCAR. Feed Your Wild Side at the Jack Link’s 500, coming to@TALLADEGA on April 27, 2025 🏁.”

While NASCAR has bestowed a new title on their partners, it’s tough to guess if they have replaced GEICO as one of the premier partners. Meanwhile, there have been concerns regarding Comcast’s continued partnership with NASCAR. Xfinity, which serves as the sister concern for the communication brand, is rumored to be backing out as the title sponsor for the tier-2 NASCAR series.

Xfinity is only open for a short-term deal with NASCAR as the title sponsors

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Xfinity has served as the title sponsor since 2015 and is reported to be injecting somewhere around $10 million annually into the sport. However, with the contract expiring at the end of 2024, there’s uncertainty if the telecommunications giants will pen a big sponsorship deal with NASCAR.

“Not trying to look at what Year 11 looks like, but really, how does this become Year 1 of a new deal?” Comcast VP/Branded Partnerships & Activation Matt Lederer said to SBJ. However, on the Cup Series side, Xfinity elevated itself as the premier partner in 2021. They also have deals with 23XI Racing, which again is now in limbo with the team being involved in a legal tussle against NASCAR.

Speaking of sponsorship deals, JGR star Denny Hamlin also finds himself in a rough spot after his primary sponsor FedEx is looking to limit its sponsorship support. In general, the current state of finances surrounding NASCAR is uncertain, which could be detrimental to the sport if not resolved.