$467 Billion Giant Powers NASCAR’s Bold New Xfinity Coverage Deal With the CW Starting in Chicago

ExxonMobil’s $467 billion empire is turbocharging NASCAR’s broadcast revolution. Its Mobil 1 brand will sponsor exclusive segments during The CW’s Xfinity Series coverage starting July 5 at the Chicago Street Race.

The multi-race integration marks NASCAR’s most ambitious content partnership since The CW Network secured broadcast rights this year. Mobil 1’s deep pockets signal corporate confidence in the series’ surging viewership as the network reshapes racing entertainment.

Mobil 1 Claims Victory Lane in CW Network’s Xfinity Series Makeover

Five races will feature “Mobil 1 Victory Lane” post-win driver interviews, injecting the lubricant brand into NASCAR’s most iconic celebration. Additional branded elements include:

• Pre-race “Keys to Mobil 1 Victory Lane” strategy segments
• “Mobil 1 Victory Lane Leaderboard Updates” after Stages 1 and 2
• “Mobil 1 Winning Moment” race-defining replay highlights
• “Mobil 1 Victory Lane Interview & Celebration” with the winning driver

The Chicago launch on July 5, 2025, kicks off a strategic schedule that continues at:

• Watkins Glen – August 9,
• Daytona – August 22,
• Talladega – October 18,
• Phoenix’s season finale – November 1

ExxonMobil’s North America Marketing Manager, Austin Johansen, framed the move as fan-centric and said, “Our goal is to provide fans with new ways to experience the sport we love, bringing them closer to the action.”

NASCAR’s Chief Partnership Officer, Michelle Byron, emphasized legacy alignment, saying, “Mobil 1 Victory Lane has become a signature celebration in our sport, and we’re thrilled that our partners are committed to showcasing this iconic experience during the NASCAR Xfinity Series on The CW.”

The CW’s Dan Lanzano noted, “This initiative is the result of continued collaboration and innovation between The CW, Mobil 1, and NASCAR Productions teams to enhance the Xfinity Series viewing experience for race fans around the country,” highlighting how brands now weave directly into NASCAR’s storytelling fabric.

But this isn’t a superficial sponsorship. Technical insights from Mobil 1 engineers will feature in pre-race segments, leveraging the brand’s two decades of NASCAR technical partnership. The deal exemplifies how blue-chip advertisers now demand deeper integration beyond logo slaps.

CW’s NASCAR Bet Ignites Audience Surge

The Mobil 1 deal reinforces The CW’s successful gamble on NASCAR. The Xfinity race at Pocono shattered all previous records, peaking at 1,575,000. Seventeen consecutive races surpassed 1 million viewers, marking the series’ strongest start since 2016.

Network executives credit authentic brand integrations for boosting engagement. The live pre-race show, “NASCAR COUNTDOWN LIVE,” has become a launchpad for organic sponsor activations, featuring drivers and broadcast talent in unscripted moments.

Read More: Xfinity Series Makes Its Case As NASCAR’s Best Product After Pocono Ratings Surge

Demographics reveal the real win. The CW’s younger-skewing audience aligns perfectly with NASCAR’s growth strategy. As Johansen stated, the partnership celebrates “the energy that makes NASCAR so memorable” while attracting elusive Gen Z viewers.

Atlanta’s EchoPark Speedway race will test the model’s momentum. With 17 brands activating during February’s Daytona opener, The CW proves NASCAR’s second-tier series drives premium advertiser value.

Chicago’s street course now becomes Mobil 1’s laboratory. Expect camera angles focused on sponsored signage during winner burnouts and tech-focused commentary during critical passes.