Sep 3, 2014, 1:34 PM EDT
To paraphrase action hero Buzz Lightyear, for NASCAR’s junior racing series, it’ll be “To XFINITY … and beyond.”
NASCAR announced a historic agreement Wednesday afternoon, revealing Comcast’s XFINITY TV and high-speed internet service will become the new title rights sponsor for what is currently known as the NASCAR Nationwide Series.
The NASCAR XFINITY Series will replace the Nationwide Series starting in 2015. The company and NASCAR have reached a 10-year joint agreement, which was announced during a Wednesday afternoon press conference at the NASCAR Hall of Fame.
“We’re proud to welcome XFINITY to the NASCAR community as title sponsor of the NASCAR XFINITY Series for the next decade,” said Brian France, NASCAR Chairman & CEO. “NASCAR and XFINITY are each leader brands with much in common. Both are focused on innovation and have products built for speed. Together, we will work to take this series to new heights and elevate one of the most unique and powerful partnerships in all of sports.”
Comcast is the parent company of NBC, which will begin televising NASCAR Sprint Cup and XFINITY races in July 2015.
According to a press release issued by NASCAR, “XFINITY is Comcast’s residential service brand and is the nation’s largest video and high-speed Internet provider. The company has increased Internet speeds for existing customers 13 times in 12 years and recently introduced XFINITY on the X1 Entertainment Operating System. The company also offers XFINITY On Demand, the most robust video on demand platform in the world. Comcast serves business and residential customers in 39 states and Washington, D.C.”
“Technology lives at the heart of NASCAR, just as it does for XFINITY,” said Dave Watson, Executive Vice President and Chief Operating Officer for Comcast Cable. “NASCAR provides an exciting environment in which to showcase our video and Internet products and we look forward to further enhancing the fan experience at home, at the track and on the go for years to come.”
XFINITY becomes only the third sponsor of NASCAR’s so-called development series, which carries the moniker “Where Names Are Made.” The previous two sponsors of the series have been Nationwide Insurance for the past seven seasons, and Anheuser-Busch’s Busch beer brand (26 years) since the series came into existence 33 years ago.
The 10-year duration matches the longest single series entitlement sponsorship pact in NASCAR history, the sanctioning body announced.
Terms of the new agreement were not announced.
Meanwhile, Nationwide Insurance, which in addition to series entitlement sponsor is also the official auto, home, life and business insurance partner of NASCAR, will remain in the sport, but will scale back to become a primary sponsor for Dale Earnhardt Jr.‘s No. 88 Sprint Cup team in 2015.
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