When Comcast took over the reins as the second-tier NASCAR entitlement sponsor with its Xfinity brand ahead of the 2015 season, its slogan was “names were made here.”
As it turned out, Xfinity helped make its name in NASCAR.
“[NASCAR] put our brand on the map in a big way,” Matt Lederer, vp of brand partnerships & engagement, Comcast, said. “Not just within NASCAR but the whole sports industry. It gave us a lot of trust to go and do more. We talk about partnering with the Olympics or the NBA, we don’t get a chance to do those things without proving ourselves in how we’ve activated.”
Signing a one-year extension to remain the NASCAR Xfinity Series’ entitlement sponsor for the 2025 season, ending an 11-year run as the series’ entitlement sponsor, allowed for the brand to reflect on big moments. It was also bittersweet, knowing that there were myriad last-time events on the horizon.
“I think now, as we get close to the end, I’m completely grateful,” Lederer added. “When I look back on 11 years, just how the sport, the fans and the media embraced our brand and grew our brand and business. Super proud when I look back on what we did within the sport, candidly.
“I’m biased, but I don’t know of a brand that has activated in the sport better than we have over the last 11 years.”
In the 11 seasons, 15 Xfinity markets hosted series races. Internally, there was a 209% increase in social and digital engagement on official Xfinity Series channels. Through several giveaways to its rewards members and other customers, north of 20,000 tickets were given away for fans to attend races. Rewards members were also surprised with giving the command and waving the green flag for all Xfinity 500 races at Martinsville Speedway between 2021 and 2025, along with the championship race at Phoenix Raceway.
More than 5 million people attended an Xfinity race in that span, with 57.7 billion total minutes of live Xfinity races watched since 2015, as of early October.
Drivers savored participating in events with Xfinity. Whether it was jetting to Philadelphia for a day to take over the city streets and get a tour of America’s birthplace between 2017 and 2019, building a playground for the local Boys & Girls Clubs of America in Dover, Del., or celebrating its champion at Universal Studios in Orlando in 2018 and 2019 (both won by Tyler Reddick), drivers simply had fun.
“What Xfinity has come in and done, not only for our series but for the sport and the drivers, it’s hard to explain what they have gone above and beyond to do for the drivers,” 2024 Xfinity champion Justin Allgaier said. “I’ve been lucky to be on the [NASCAR] Cup Series side, been on the [NASCAR Craftsman] Truck [Series] side and I don’t feel like I’ve seen a company come in and do some of the things that Xfinity has done for our sport.
“I’m sad to see them go, because this is multiple partners that I’ve been through, and every time it’s different. How they treat drivers, teams, what they ask. I’ve done some fairly questionable things for them for social media and different things. They have given back in spades to the sport.”
Come the checkered flag on Saturday at Phoenix Raceway, only Jeremy Clements and Ryan Sieg will have competed in all 363 races for which Xfinity was the entitlement sponsor. Clements scored two upset victories in that timeframe.
“They are very enthusiastic about being in the sport, always wanting to make it better and lend a hand,” Clements said. “I don’t know if we could ask for a better partner than them, so it’s sad to see them go, to be honest. I hope whatever they do next is as good as they’ve been doing with us.”
Over the years, Xfinity has incorporated different slogans for drivers to say to relate it to its efficient speed. Connor Zilisch joked at Martinsville Speedway that he will miss saying “as fast as Xfinity Mobile” come the 2026 season as he transitions to the Cup Series. It has been said over 600 times during television interviews in 2025 alone on The CW.
As Xfinity transitions into its next phase within NASCAR, it will remain a premier partner of the Cup Series. It will also remain a partner of 23XI Racing through a multi-year agreement announced in February. The annual Comcast Community Champion of the Year will continue, as will the Xfinity Series Fastest Lap where drivers get one point for nailing the best lap of a given race. It’s proven to be beneficial in performance with Kyle Larson’s four fastest laps during the regular season giving him the nod over Chase Elliott for third in the 2025 Cup regular season standings.
“The fan base here is too important for us to walk away from,” Lederer said. “I think there is a plateauing of how much we can grow as a brand through the series and it’s time for someone else to take it to the next level.”
With the championship race looming for the Xfinity Series, Lederer is having a hard time digesting how that final day could feel. To celebrate Xfinity’s 11-year run, the final stage of the race will be broadcast commercial-free as a nod to fans. Nearly all past champions during the Xfinity tenure will give the command to fire engines on Nov. 1 to celebrate its milestone.
“I think there will be some emotion when that final car crosses the finish line and it’s over for us,” Lederer said. “We have some team events planned, and I’m looking forward to some dinners. What I’m really looking forward to [is] when it’s over and I get a chance with [our] team that has made this possible to celebrate them.”
Dustin joined the Frontstretch team at the beginning of the 2016 season. 2020 marks his sixth full-time season covering the sport that he grew up loving. His dream was to one day be a NASCAR journalist, thus why he attended Ithaca College (Class of 2018) to earn a journalism degree. Since the ripe age of four, he knew he wanted to be a storyteller.