Sponsor Search Heating up for Nationwide Replacement

How does the NASCAR Comcast Xfinity Series grab you?

According to a report in the Sports Business Journal, it could very well happen. NASCAR is in advanced talks with Comcast Xfinity about becoming title sponsor of the sport's secondary series, as Nationwide is in the final year of its deal.

Conversations with Xfinity, which is Comcast's video service, have been going on for several months. Sources familiar with the negotiations said the parties have not reached a contract phase but that Comcast has emerged as a leading candidate for the sponsorship. NASCAR Chief Sales Officer Jim O'Connell said the company doesn't comment on discussions with current or potential sponsors. "With regards to the Nationwide Series, we're speaking to a number of companies in a number of different industries," he told the Daily.

NASCAR is asking $12 million to $15 million annually in rights fees for the title sponsorship of the series. Media and activation commitments would take the total costs of the deal to more than $25 million. In addition to Comcast Xfinity, NASCAR has met with a number of companies in the auto aftermarket category, including Advance Auto Parts and AutoZone. Nationwide Insurance is spending approximately $10 million in rights fees for title sponsorship of the series. Its total spend, which includes activation at track and media spending, is in excess of $20 million.

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