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NASCAR, Xfinity sign 10-year deal to rebrand Nationwide Series

NASCAR and communications company Comcast announced a 10-year partnership Wednesday that will rebrand the Nationwide Series as the Xfinity Series.

Xfinity is the third title sponsor in the history of NASCAR’s secondary circuit. Originally called the Grand National Series, it was known as the Busch Series from 1986-2006, before Nationwide took over in 2007. Nationwide Insurance announced in 2013 it wouldn’t renew its contract with NASCAR.

Xfinity is Comcast’s residential service brand, including video and high-speed Internet.

“We’re trying to embrace technology and innovation wherever we can to either lower costs or make the experience for our fans a better one,” said NASCAR CEO Brian France at the announcement, which took place at the NASCAR Hall of Fame in uptown Charlotte.

Financial terms of the deal weren’t announced. The new new goes into effect for NASCAR’s 2015 season.