Denny Hamlin said it best: “Sponsorship is hard to come by.”
And with Xfinity confirming its departure as the title sponsor of NASCAR’s second-tier series after 2025, the sport faces a major reckoning—is its sponsorship model outdated, or is NASCAR on the verge of a revolutionary change?
Xfinity Walks Away—But Not Completely
Xfinity’s exit as title sponsor had been looming for months, but now it’s official: the brand will step away after an 11-year run, leaving NASCAR searching for a new naming partner for its second-tier series.
🚨 What’s Happening?
- Xfinity will no longer be the title sponsor after 2025, but it will remain as a premier partner in NASCAR.
- The company will still sponsor 23XI Racing’s No. 45 Toyota Camry, keeping its presence on the track.
- The departure follows NBC’s decision to drop Xfinity Series coverage, with NASCAR moving its broadcast rights to CW through 2031.
“11 years of being an entitlement partner has been amazing, but now it’s time for someone else to take that mantle,” said Matt Lederer, Comcast’s VP of Branded Partnerships & Activation.
Unlike GEICO, which cut ties completely, Xfinity is at least giving NASCAR a transition period. But make no mistake—this is a big loss.
Is NASCAR’s Sponsorship Model Outdated?
There was a time when massive corporations like Winston, Nextel, and Monster Energy proudly put their names on NASCAR’s biggest series.
Now? The sport is struggling to secure and maintain major title sponsorships.
🔴 NASCAR eliminated a single Cup Series title sponsor in 2017, opting for a premier partnership model instead.
🔴 The Xfinity Series now faces the same uncertainty, with no clear replacement lined up.
🔴 Major brands like FedEx, GEICO, Monster Energy, and Hooters have scaled back their involvement in the sport.
The bottom line? Big-name sponsors aren’t committing to NASCAR like they used to.
A Glimmer of Hope? Xfinity’s New “Fastest Lap” Initiative
Before completely stepping back, Xfinity is introducing a bold new concept for 2024—the “Xfinity Fastest Lap” award.
🏁 How It Works:
✔ One bonus point will be awarded to the driver who sets the fastest lap in every race.
✔ The team will also receive a point, making it a potential game-changer in the championship battle.
✔ Applies to all three national series (Cup, Xfinity, and Trucks).
This move shows that NASCAR is still experimenting with new ways to engage fans—but is it enough to replace the financial impact of losing a title sponsor?
Is the Premier Partner Model Better Than a Title Sponsor?
NASCAR’s current model relies on four “Premier Partners”—Busch Beer, Coca-Cola, GEICO (formerly), and Xfinity—instead of a single, massive title sponsor.
💰 Is this model more sustainable?
- Less reliance on one company means NASCAR isn’t crippled when a sponsor leaves.
- Multiple brands can invest at different levels, creating a more diversified revenue stream.
- More “official sponsor” opportunities (e.g., “Official Beer of NASCAR,” “Official Soft Drink,” etc.).
But here’s the problem—losing Xfinity as a title sponsor leaves a massive hole that might not be easy to fill.
What Happens Now? NASCAR’s Biggest Questions Moving Forward
🚀 Can NASCAR find a new title sponsor for the Xfinity Series before 2026?
🚀 Is this another sign that NASCAR’s sponsorship model is broken?
🚀 Will the “Fastest Lap” initiative add excitement or feel like a gimmick?
🚀 Is NASCAR in a better financial position today, or are more sponsorship exits coming?
One thing’s for sure—2025 will be a defining year for NASCAR’s business model.
If they can’t secure a major new title sponsor, the sport could be forced to completely rethink how it funds its second-tier series.
For now? It’s a waiting game.
