Charlotte, NC — In a bold move that merges the worlds of sports, entertainment, and motorsports, Klutch Sports Group — the powerhouse agency led by Rich Paul, longtime agent to NBA icon LeBron James — is expanding its reach into racing. The firm has been tapped by NASCAR Holdings to serve as the exclusive sales agency tasked with securing a new title sponsor for the NASCAR Xfinity Series.
The partnership marks a significant step for both Klutch Sports and NASCAR, as the racing series seeks to refresh its brand and attract a new wave of fans and sponsors in a rapidly evolving sports landscape.
“We are thrilled to bring Klutch Sports on board in this pivotal role,” said a NASCAR spokesperson. “Their experience in building powerhouse brands and connecting them with culture is exactly what the Xfinity Series needs as we move into this next era.”
A New Chapter for NASCAR Sponsorship
The NASCAR Xfinity Series — widely regarded as the proving ground for the sport’s future stars — has been sponsored by telecommunications giant Xfinity (a Comcast brand) since 2015. With the title sponsorship set to expire, the opportunity is now wide open for a fresh brand to step into the spotlight.
Enter Klutch Sports, a firm known for reshaping the athlete representation game and bridging the gap between sports, business, and pop culture.
“Motorsports is experiencing a cultural surge, and NASCAR is at the forefront of that movement,” Rich Paul said in a statement. “We’re honored to work with NASCAR to find a partner that not only elevates the Xfinity Series but also connects with the next generation of fans.”
Bringing a Cultural Edge to the Track
Klutch’s involvement brings a new kind of energy to NASCAR’s commercial strategy — one that leans heavily into storytelling, cultural resonance, and cross-industry collaboration. The firm has built a reputation through its work with elite NBA and NFL talent, but this foray into motorsports could signal broader ambitions.
For NASCAR, the move is part of a larger strategy to diversify its audience, enhance brand partnerships, and elevate its presence beyond traditional racing circles. With Klutch at the helm of the title sponsor search, expectations are high for a bold, modern brand to step into the role.
What’s Next?
While no specific candidates have been named, industry insiders speculate that companies in the tech, lifestyle, or streaming space could be likely fits — especially as the Xfinity Series looks to align with younger, digitally engaged demographics.
One thing is clear: with Klutch Sports leading the charge, the search for the next Xfinity Series title sponsor won’t be business as usual.
“This is about more than a logo on a car,” said one source familiar with the deal. “This is about storytelling, access, and cultural impact — and Klutch gets that.”
As NASCAR continues to evolve, its latest partnership signals a growing awareness that the future of the sport may very well lie at the intersection of speed, style, and strategy.
