Nascar’s Nationwide Series will, starting in 2015, become known as Nascar’s Xfinity Series, the result of a ten-year sponsorship pact with Comcast Corp.

Comcast’s Xfinity, the name the company has given to its residential cable and broadband service, will become the event’s title sponsor through 2024. Comcast will become only the third title sponsor in the series’ history, following runs by Anheuser-Busch – 26 years – and Nationwide Insurance – seven years. As part of the agreement, Comcast’s Xfinity will also become an official Nascar partner in the multichannel video programming distributor and broadband ISP categories.

“NASCAR provides an exciting environment in which to showcase our video and Internet products and we look forward to further enhancing the fan experience at home, at the track and on the go for years to come,” said Dave Watson, executive vice president and chief operating officer for Comcast Cable, in a statement.

The pact builds upon a relationship already in place between the two entities. Comcast’s NBC Sports unit will begin broadcasting NASCAR race events in July 2015.

Nationwide Insurance will sponsor a Nascar team instead of the series next season.

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