NASCAR Introduces Local Racing Series Powered by O'Reilly Auto Parts

New branding reflects vital role of grassroots racing in NASCAR communities

Published on Feb. 26, 2026

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NASCAR has relaunched its weekly racing series as the NASCAR Local Racing Series Powered by O'Reilly Auto Parts, a strategic reframing of its longstanding grassroots racing platform designed to more clearly reflect the vital role local short tracks play in communities across the United States and Canada. The updated identity simplifies how grassroots racing is presented to fans, partners and communities, while reinforcing NASCAR's long-standing commitment to local competitors and hometown tracks.

Why it matters

Local short tracks are the foundation of NASCAR, serving as the breeding ground for future stars and providing intense, community-driven racing that is the heart of the sport. This rebranding effort aims to better highlight the importance of grassroots racing and the local tracks that are essential to NASCAR's success.

The details

The NASCAR Local Racing Series Powered by O'Reilly Auto Parts will continue to sanction weekly racing at tracks across North America, serving as a critical entry point for emerging drivers and a cornerstone of NASCAR's driver development pathway. O'Reilly Auto Parts has been named the exclusive entitlement partner, further deepening its long-standing relationship with NASCAR, which includes the title sponsorship of the NASCAR O'Reilly Auto Parts Series. Grizzly Nicotine Pouches will also serve as a significant partner, providing additional support through signage and market-level activations.

  • The NASCAR Local Racing Series Powered by O'Reilly Auto Parts was introduced in 2026.

The players

NASCAR

The sanctioning body for stock car racing in the United States and Canada.

O'Reilly Auto Parts

An American auto parts retailer that has been named the exclusive entitlement partner of the NASCAR Local Racing Series.

Grizzly Nicotine Pouches

A brand of American Snuff Company that will serve as a significant partner to local tracks within the NASCAR Local Racing Series footprint.

Joey Dennewitz

The managing director of NASCAR Regional.

Hugo Sanchez

The vice president of marketing and advertising at O'Reilly Auto Parts.

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What they’re saying

“Local short tracks are the heartbeat of NASCAR--they're where raw talent is developed, hard-nosed competition is on full display, and the next generation of stars earns its stripes.”

— Joey Dennewitz, Managing Director of NASCAR Regional (NASCAR)

“O'Reilly Auto Parts has a deep-rooted passion in providing excellent customer service and helping customers keep their cars in great condition, whether it's in local racing or regular commuters.”

— Hugo Sanchez, Vice President of Marketing and Advertising at O'Reilly Auto Parts (NASCAR)

What’s next

The NASCAR Local Racing Series Powered by O'Reilly Auto Parts will begin sanctioning weekly racing at tracks across North America starting in the 2026 season.

The takeaway

This rebranding effort by NASCAR underscores the vital importance of local short tracks and grassroots racing to the sport, highlighting the community-driven nature of the sport and the role these local tracks play in developing the next generation of NASCAR stars.