O'Reilly, Craftsman Truck, or Xfinity? Which NASCAR Series Gives Your Brand the Best ROI

Tyler Tomassi with the Tomassi Law NASCAR truck at the track

For businesses evaluating NASCAR sponsorship, choosing the right series is an important investment decision. The NASCAR O’Reilly Auto Parts Series and the NASCAR Craftsman Truck Series offer national exposure, strong fan engagement, and opportunities to connect a brand with performance-driven consumers.

The right choice depends on more than audience size. Sponsorship budget, customer profile, activation plans, hospitality, digital content, and sales objectives all influence the final return on investment.

For brands considering a partnership with Tyler Tomassi, the decision can be evaluated through the strengths of each series and the broader value of Tyler Tomassi’s national racing program.

The 2026 Series Landscape

The series previously known as the NASCAR Xfinity Series began competing under the NASCAR O’Reilly Auto Parts Series name on January 1, 2026. The change created a new commercial platform while maintaining the series’ position as one of NASCAR’s national divisions.

According to O’Reilly Auto Parts’ official announcement, the series entered 2026 with national broadcast distribution, promotional integrations, and a reported average of approximately 1.1 million total viewers during the referenced season. The release also stated that 19 of 23 races had drawn more than one million viewers.

The Craftsman Truck Series remains a national touring division with a strong connection to racing fans, automotive enthusiasts, and grassroots competitors. It generally provides a lower-cost entry point for companies that want meaningful NASCAR exposure without committing to the larger budget associated with the O’Reilly Auto Parts Series.

O’Reilly Auto Parts Series: Broader National Reach

The O’Reilly Auto Parts Series is the stronger option for brands that prioritize national reach and consistent broadcast visibility.

The series benefits from:

  • Larger average television audiences
  • Broad national awareness
  • Strong visibility across race broadcasts and digital coverage
  • A deep connection to NASCAR’s developing talent
  • Opportunities for consumer promotions and business-to-business hospitality

The series is also positioned between the sport’s premier division and its development-focused competition. That makes it valuable for businesses that want a national platform while maintaining a more accessible sponsorship structure than the highest level of NASCAR competition.

The former Xfinity branding still carries recognition among long-time fans, but the current O’Reilly Auto Parts Series identity should be used in all 2026 sponsorship planning and marketing materials. Reuters reported on the transition when the new entitlement partnership was announced.

Craftsman Truck Series: Focused Exposure and Flexibility

The Craftsman Truck Series can provide a more efficient entry point for brands that want to test NASCAR marketing, build a regional campaign, or develop a focused relationship with a driver.

Industry estimates commonly place Truck Series audiences below the O’Reilly Auto Parts Series, with viewership varying significantly by race, broadcast platform, market, and competitive storylines. That smaller audience can still be valuable when the sponsorship includes strong activation and direct access to fans.

The Truck Series is often a practical fit for:

  • Regional companies
  • Automotive and performance businesses
  • Tool, parts, lubricant, and service brands
  • Consumer brands entering motorsports
  • Companies that want driver-led content
  • Businesses seeking manageable hospitality opportunities

A Truck Series sponsorship can also offer more flexibility. A company may begin with selected races, a targeted market, associate placement, digital content, fan promotions, or a smaller annual program before expanding its investment.

Comparing Estimated Sponsorship Costs

NASCAR sponsorship pricing is not standardized. Costs vary based on race selection, branding placement, driver profile, media commitments, hospitality, content production, exclusivity, and activation requirements.

Industry planning estimates often place primary sponsorship opportunities in the following broad ranges:

  • O’Reilly Auto Parts Series: approximately $250,000 to $1.5 million or more per season
  • Craftsman Truck Series: approximately $75,000 to $300,000 per season

These figures are estimates rather than official rate cards. A specific proposal can be structured around a single race, a multi-race package, a full season, or a combination of trackside and digital assets. RTR Sports provides additional sponsorship planning context, while noting that actual costs depend on the scope of the agreement.

The O’Reilly Auto Parts Series generally offers greater potential reach, but the Truck Series may deliver a lower cost per activation when the partnership is built around direct engagement instead of broad media volume.

ROI Depends on Activation

A logo on a race vehicle can create visibility, but sponsorship ROI depends on what happens before, during, and after the event.

Effective activation can include:

  • Social media campaigns
  • Customer contests
  • Product giveaways
  • Retail promotions
  • Employee engagement
  • Business hospitality
  • Driver appearances
  • Behind-the-scenes video
  • Email marketing
  • Exclusive fan content
  • Trackside demonstrations
  • Lead-generation campaigns

A company should define its main objective before selecting a series. Awareness campaigns may favor the O’Reilly Auto Parts Series because of its larger national audience. A regional sales campaign or customer relationship program may benefit from the flexibility of the Craftsman Truck Series.

Build a Basic ROI Model

Sponsors can compare opportunities using a simple framework:

  1. Total investment: Include rights fees, creative production, hospitality, travel, merchandise, and media support.
  2. Qualified audience: Measure the number of viewers and fans who match the company’s customer profile.
  3. Activation value: Estimate the value of content, appearances, promotions, and business opportunities.
  4. Conversion goals: Track sales, inquiries, leads, store visits, website traffic, or customer retention.
  5. Brand value: Measure awareness, credibility, engagement, and long-term recognition.

The most useful comparison is not always the largest audience. It is the series that gives the brand the strongest combination of qualified reach, activation access, and measurable business outcomes.

Sponsored NASCAR truck on track

Tyler Tomassi’s National Racing Program

Tyler Tomassi offers sponsors a direct connection to a developing national racing career. His progression began in regional late-model competition before expanding into national touring divisions and higher levels of NASCAR racing.

That progression gives partners a clear development story supported by competitive experience. Tyler Tomassi has competed in both the NASCAR Craftsman Truck Series and the NASCAR O’Reilly Auto Parts Series, giving businesses the opportunity to align with a driver who understands the demands of multiple national platforms.

A Tyler Tomassi partnership can support:

  • Driver-focused brand storytelling
  • National NASCAR visibility
  • Regional representation from Rhode Island
  • On-track photography and race updates
  • Social media content
  • Fan interaction
  • Sponsor recognition across digital channels
  • Merchandise and community engagement

The program’s on-track media page provides examples of the visual content available to fans and partners. High-quality photography can help sponsors extend the value of race-weekend exposure into websites, social campaigns, newsletters, and internal communications.

Which Series Is Best for Your Brand?

The O’Reilly Auto Parts Series is likely the better fit when a company wants:

  • Higher national media exposure
  • Broader consumer awareness
  • Consistent broadcast visibility
  • A larger hospitality program
  • A multi-market campaign
  • Greater reach across the NASCAR audience

The Craftsman Truck Series may be the better fit when a company wants:

  • A more accessible sponsorship investment
  • Regional or targeted market activation
  • Driver-led content
  • A test-and-learn program
  • Direct fan engagement
  • A flexible race-by-race strategy

Neither series guarantees a specific financial return. The strongest results come from matching the sponsorship structure to the company’s goals and giving fans a clear reason to engage with the brand.

A Practical Starting Point

Companies do not need to choose the largest available package immediately. A focused sponsorship can begin with selected races, branded content, hospitality, fan promotions, or a digital partnership connected to Tyler Tomassi’s national racing schedule.

The next step is to identify the target market, annual budget, customer profile, and desired business outcome. From there, the sponsorship can be structured around the series and activation plan that best support those objectives.

Explore a Tyler Tomassi Partnership

Tyler Tomassi Racing offers partnership opportunities for companies seeking an authentic connection to NASCAR, motorsports fans, and a growing national racing program.

Review the sponsorship opportunities, visit the Tyler Tomassi Racing website, or contact the program to discuss sponsorship goals, available assets, and potential activation plans.