O’Reilly Auto Parts has taken over as the entitlement sponsor of NASCAR’s second‑tier national series, unveiling a striking green‑and‑black color scheme that deliberately omits red to keep the brand distinct from Craftsman, which sponsors the Truck Series.
A New Visual Identity
The transition is being managed through an internal document nicknamed ‘The Bible’, a master list that tracks every item that must be altered — from signage and uniforms to digital assets — totaling more than a thousand updates. All of the expenses associated with this overhaul, including rewrapping haulers and producing new crew apparel, are covered by NASCAR itself.
To secure buy‑in across the ecosystem, O’Reilly and NASCAR organized a summit that brought together drivers, team owners, and league officials. The partnership also secured a prominent spot for the brand on the CW Network’s pre‑race show, ensuring that the new visual identity appears throughout the broadcast.
The Bible of Rebranding
The effort has paid off in the ratings book. Nielsen data shows the series has topped one million total viewers for 19 consecutive weeks, a streak that has pleased both O’Reilly and the sport’s leadership. Executives on both sides describe the collaboration as a success story for modernizing a historic property.
Stakeholder Buy‑In
Despite the overall smooth rollout, occasional missteps remain. Some fans and media outlets still refer to the division by its former Xfinity name, and a few internal communications have slipped into legacy terminology. Nevertheless, the frequency of such errors has dwindled as the new branding becomes familiar.
Ratings Surge
The partnership also brings additional exposure through O’Reilly’s presenting sponsorship of the CW Network’s pre‑race show, which features extensive brand integration and promotional segments.
Looking ahead, the green‑and‑black motif is expected to influence merchandise, digital content, and fan experiences, cementing the new identity as a staple of the series.