A major piece of NASCAR’s commercial puzzle appears to be taking shape behind the scenes. One of its most recognizable corporate partners, a company valued at $6.9 billion, is reportedly in advanced talks to renew its exclusive rights in a key sponsorship category.
The move would extend one of NASCAR’s longest-running partnerships, though questions about the category’s long-term direction continue to swirl even as the extension talks near completion.
Will Familiar Partnerships or Global Giants Fuel NASCAR’s Next Chapter?
While the conversations surrounding the deal have remained largely private, sources familiar with the matter told SBJ that negotiations have picked up pace in recent weeks.
The outcome could shape NASCAR’s future relationships with energy and lubricant companies for years, especially as the sport continues to evolve its sponsorship model amid rising competition from other racing series and global brands.
According to SBJ, Sunoco and NASCAR first agreed in 2004, marking the beginning of a relationship that has become a staple in the sport’s commercial lineup. However, as the current deal approached the end of its term, set to expire after the 2025 season, no renewal had been finalized.
This prompted NASCAR to begin exploring its options. Some executives within the sanctioning body’s commercial division quietly sounded out several energy giants already active in global motorsports, including Shell, ExxonMobil, and BP. The idea wasn’t just to replace the existing partner but to potentially reshape the category itself.
SBJ reported that one of the scenarios under consideration was to combine the official fuel and motor oil categories. These designations are currently split between ExxonMobil’s Mobil 1 brand and Sunoco.
NASCAR was believed to be seeking around $10 million annually for a merged package, a figure reflecting the increased commercial value of controlling both categories.
Some industry insiders told SBJ that NASCAR could still opt for a short-term renewal, allowing it to revisit the market within a few years. Such an approach would provide flexibility and allow NASCAR to maintain its relationship with a trusted partner. All while keeping the door open for future deals with more globally recognized fuel brands.
Executives close to the negotiations also revealed that larger corporations like Shell, ExxonMobil, and BP bring expansive international marketing reach, an asset NASCAR could leverage as it seeks new growth avenues both domestically and abroad.
For now, the sport’s fuel partner, Sunoco, looks set to retain its exclusive NASCAR rights, extending one of the sport’s most enduring commercial alliances.