Comcast Xfinity in talks to become NASCAR secondary series sponsor

Comcast Xfinity is in talks with NASCAR about becoming the title sponsor of the sports secondary series – currently titled the Nationwide Series.

Nationwide Insurance has sponsored the series since 2007 but is in the final year of their sponsorship and has already announced plans to sponsor Dale Earnhardt Jr. at the Cup Series level beginning in 2015.

According to the Sports Business Journal “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 has not released any information about contract talks with Comcast or anyone else. NASCAR is asking $12 million to $15 million annually in rights fees for the title sponsorship of the series. Media and activation commitments could take the total costs of the deal to more than $25 million.

Previously NASCAR has talked to auto stores Advance Auto Parts and Autozone about a potential deal.