A Nostalgic Shift at Daytona
Daytona International Speedway has announced that its O’Reilly Auto Parts Series regular‑season finale will henceforth be called the Winn‑Dixie 250, reviving a title the event carried in the early 2000s.
The change comes as the speedway swaps its long‑standing O’Reilly Auto Parts entitlement for a partnership with the Florida‑based grocery chain Winn‑Dixie, a move that underscores the track’s desire to reconnect with its historic branding.
Despite the new sponsor, the race will continue to be “Powered by Coca‑Cola,” preserving a familiar partnership that has accompanied the event for several years.
Scheduled for 7:30 p.m. on August 28, the renamed race will be followed the next evening by the Cup Series’ Coke Zero Sugar 400, also set for 7:30 p.m. on August 29.
The move taps into memories of 2008, when Denny Hamlin claimed his first victory at the World Center of Racing in a Winn‑Dixie‑branded event, a moment that Gayle Shields, Winn‑Dixie’s chief merchandising and marketing officer, says highlights the series’ importance to local communities.
Speedway President Frank Kelleher described the re‑branding as a nostalgic gesture that brings together Winn‑Dixie and Coca‑Cola, two iconic names that have long supported the track and its fans.
The upcoming weekend will also feature a nod to the past, as Parker Kligerman is expected to fill in for an injured Connor Zilisch, echoing the 2008 scenario that saw Kligerman inherit a win.
Beyond the track, the partnership reflects a broader strategy to align commercial sponsors with the cultural fabric of American motorsports, a trend that resonates with fans across the United States.