NASCAR and Comcast have reached an agreement to make Comcast’s Xfinity brand the title sponsor through 2024 of what is now known as the NASCAR Nationwide Series. The 10-year term matches the longest single agreement around title sponsorship of any NASCAR national series and is the longest entitlement sponsorship agreement the racing series has ever signed.

Beginning January 1, 2015, the property will be known as the NASCAR Xfinity Series. Xfinity will become the third title sponsor in series history following Anheuser-Busch (26 years) and Nationwide Insurance (seven years). The agreement also makes Xfinity an official NASCAR partner in the multichannel video programming distributor and broadband ISP categories.

The announcement was made during an event at the NASCAR Hall of Fame, the first series entitlement sponsorship ever announced at the downtown Charlotte venue. Xfinity is Comcast’s residential service brand and is the nation’s largest video and high-speed Internet provider.

“We’re proud to welcome Xfinity to the NASCAR community as title sponsor of the NASCAR Xfinity Series for the next decade,” said Brian France, NASCAR chairman and CEO. “NASCAR and Xfinity are each leader brands with much in common. Both are focused on innovation and have products built for speed. Together, we will work to take this series to new heights and elevate one of the most unique and powerful partnerships in all of sports.”

In addition to the NASCAR Xfinity Series, Comcast’s NBC Sports will begin broadcasting NASCAR race events in July 2015.