As NASCAR’s Relationship with Xfinity Comes to an End, Will the 10-Year-Long Project Face the Same Fate as Pinty’s?

NASCAR has made it abundantly clear that it means business when it comes to expanding its global reach. With teams doing their part through programs like Project91 and Garage56, the racing promotion has been taking huge steps by incorporating tracks like the Chicago Street Course in its schedule.

A recent move made by the promotion that is expected to help that ideal is the rebranding of its Canadian series (NASCAR Pinty’s Series) to NASCAR Canada. Following this effort, word is spreading that the Xfinity Series too might undergo the same treatment at the end of 2024 when Xfinity’s contract with NASCAR ends.

Xfinity might no longer be the title sponsor of NASCAR post-2024

Comcast signed a deal with NASCAR back in 2014 to have its Xfinity brand serve as the title sponsor for the promotion’s second tier of racing, starting in 2015. The 10-year-agreement will come to an end in 2024 and Comcast might end up not renewing the contract. Before being known as the Xfinity Series, the tier had gone by the name “NASCAR Nationwide Series” between 2008 and 2014.

As reported by Adam Stern of Sports Business Journal, the Xfinity brand could focus on other venues away from NASCAR. During the onset of the 2023 season, the Craftsman Truck Series was brought back after a long stint under the title of the Camping World Series. Following those lines, NASCAR might favor going back to being called the Busch Series, depending on how the title sponsorship deal with key players goes. But as of now, there aren’t any new names popping up in the concrete to replace Xfinity.

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If no new deal is made by the end of next year, NASCAR might look to take the same route as they have with the erstwhile Pinty’s Series.

NASCAR could move towards renaming Xfinity to reflect its own brand

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Towards the end of the 2024 season, NASCAR’s contract with Fox and NBC expires too. Considering that NBC and Comcast are related entities, there could potentially be a relativity between the deals that will transpire between the bodies. One thing that hangs in the balance for now is whether the ties between the Xfinity brand and NASCAR will be severed altogether.

Over in Canada, Pinty’s will continue to serve as the presenting partner of the series despite not being the title partner. It is not yet clear if NASCAR will do the same for its second-tier series. NASCAR’s presenting partner model came into effect in 2020 when it signed on Busch, Coca-Cola, Xfinity, and Geico for the Cup Series. Each of these brands was onboarded for $15 million (as per Sports Business Journal).

The idea was to give the partners more flexibility while also giving NASCAR the space to build its own brand presence. De-monopolizing title rights from a single sponsor will provide the promotion more power and foothold. With NASCAR aiming to build its influence across new markets, this can only mean to be a positive move.

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