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Nascar connects with Xfinity

North American stock-car racing series Nascar has agreed a long-term deal for US media company Comcast’s Xfinity brand to become the title sponsor of its second series.

The agreement will run for 10 years, from 2015 to 2024.

Xfinity is the cable and broadband division of Comcast, which also owns US network NBC and NBC Sports Network, Nascar’s broadcast partner.

From 2015, Nascar’s second series will be known as the Xfinity Series. Xfinity will be the third title sponsor to date after brewer Anheuser-Busch served in the role from 1982 to 2007 before insurance group Nationwide took the rights from 2008 to 2014.

Nationwide announced  in late 2013 that it would not return as title sponsor for the series, but would retain a significant involvement in the sport as the official auto, home, life and business insurance of Nascar. It will also sponsor driver Dale Earnhardt in the premier Sprint Cup Series for 12 races in 2015 and 13 further races over the following two seasons.

The financial terms of the long-term deal between Nascar and Comcast for the Xfinity sponsorship were not disclosed.