NASCAR has teamed up with none other than LeBron James’ agent. Rich Paul’s agency, Klutch Sports Group, is officially on the job to help NASCAR find a brand-new title sponsor for its second-tier racing series—currently known as the Xfinity Series.
It’s a bold, unexpected move. But it might just be the fresh fuel NASCAR needs to keep the series thriving.
Xfinity’s Farewell Lap and a $15 Million Target
Xfinity has been the title sponsor of NASCAR’s second-tier national series since 2015. They’ve been a steady presence during some of NASCAR’s most transitional years. But by the end of the 2025 season, Comcast (which owns Xfinity) is stepping away from the title role. They’re not leaving the sport altogether though. Xfinity will still be a premier partner in NASCAR, but the name “Xfinity Series” is surely going away after this season.
Now NASCAR has a big job ahead, finding a new company to take over those naming rights. The price tag? NASCAR is aiming for at least $10 million a year just for rights, plus another mid-seven-figure investment into activation (e.g., marketing and promotion). Altogether, the new sponsor would be shelling out at least around $15 million a year.
It’s a tall order. But that’s exactly why NASCAR brought in the big guns.
NASCAR Partners With Klutch Sports Group: Fast Cars Meet Superstar Agents
Klutch Sports isn’t just some rookie in the business. These folks represent some of the biggest names in the NBA, NFL, and even the WNBA. They’re the same crew that manages LeBron James as its headlining client. The agency was started by Rich Paul, one of the most influential agents in the game, and they’ve recently been dipping their toes into motorsports.
They’ve already helped the governing body with influencer marketing and merchandise collaborations. And now, they’ve got an even bigger role: finding a new title sponsor for the Xfinity Series. According to Andrew Feinberg, Klutch’s head of global partnerships, they see motorsports as a booming space.
He said, “Racing is something Klutch has been interested in getting into and sinking our teeth in; motorsports has become incredibly popular, particularly over the last couple years with some of the content that’s come out, but it’s been a no-brainer for us to want to partner with Craig and NASCAR because of how partner forward this league has been historically, and it’s probably one of the more passionate fanbases that we’ve seen in sports to this day and will continue to be so.”
Craig Stimmel, the sanctioning body’s chief commercial officer, said Klutch was the correct fit for this role after he saw them diversifying their business and moving into motorsports. With Klutch now officially NASCAR’s exclusive sales agency for this gig, the hunt for a new sponsor is in full swing.
Hope on the Horizon for Motorsports and NASCAR
While sponsorship struggles have troubled NASCAR since the 2008 financial crash, there’s a bit of a bounce-back happening. Big brands like Red Bull, Chipotle, Cracker Barrel, and even Robinhood have either jumped in or re-joined the racing world in 2025. That’s a solid sign for potential Xfinity Series partners.
Xfinity’s still making moves, before they bid their final goodbye. A new initiative for 2025, the “Xfinity Fastest Lap,” will give drivers an extra point for logging the single fastest lap in each race. It’s a little boost of fun across all three series—the Cup, Xfinity, and Truck Series.
With Klutch now leading the search and big money on the line, NASCAR’s future might just get a turbocharged new chapter. Stay tuned—because whoever steps up next will have some seriously fast shoes to fill.
