NASCAR’s Truck Series has been one of the most consistently sponsored properties in American motorsport — but that streak could be heading for a shake-up. According to Sports Business Journal, renewal talks between NASCAR and Stanley Black & Decker over the Craftsman title sponsorship have hit a wall, and the sanctioning body is now preparing to shop the naming rights to other brands if a deal can’t be closed.

If no deal gets done, a rebrand could arrive as early as 2027 — opening the door wide for the next brand to build equity in NASCAR’s most rugged series.

How We Got Here

The Truck Series has been a sponsored property since its very first lap. Craftsman came on board as the presenting sponsor at launch in 1995 and stepped up to full title status in 1996 — holding that spot for over a decade under Sears’ ownership. It was a natural fit: tools, trucks, and working-class racing culture all in one package.

When Craftsman walked away after 2008, Camping World filled the gap, cycling through the Gander Outdoors and Gander RV & Outdoors names before settling back into its current identity and holding on through 2022. Then came the comeback story nobody expected: in August of that year, Stanley Black & Decker revived the Craftsman brand as title sponsor starting in 2023, bundling in an official tools partnership with NASCAR in a multi-year deal that gave the series a legacy name and a fresh chapter at the same time.

What’s Happening Now

That multi-year pact is apparently approaching a key decision point — and the two sides aren’t on the same page. The exact sticking points haven’t been publicly disclosed, but the fact that NASCAR is already eyeing the open market signals that the sanctioning body isn’t sitting on its hands waiting for a resolution. This is a proactive play: protect series continuity, maximize market leverage, and make clear that the Truck Series naming rights carry real value.

For Stanley Black & Decker, the calculus may come down to return on investment. Craftsman’s return to NASCAR was always framed as a brand-building move, appealing to a fan base that over-indexes for tool ownership and DIY culture. Whether the numbers have justified another term is a conversation happening behind closed doors right now.

What Comes Next

If Craftsman and NASCAR find a way to the finish line, the NASCAR Craftsman Truck Series name sticks, and the story ends quietly. But if talks collapse, the series enters open bidding — and the list of logical suitors is longer than you might think.

Tools brands are the obvious fit, but logistics companies, RV manufacturers, and big-box retailers have all shown appetite for motorsport partnerships in recent years. Camping World’s long run proved the RV lane works. A logistics giant looking for blue-collar credibility could make serious noise. And any brand that wants access to 30-plus years of built-in series identity doesn’t come across that kind of opportunity often.

One thing is clear: NASCAR knows what it has. The Truck Series has been a talent pipeline for Cup contenders, a proving ground for young drivers, and a weekly entertainment product with a loyal, passionate fanbase. The sanctioning body entering the market won’t be a desperate search — it’ll be a competitive one.

Bottom Line

Fans won’t feel this on the track. Trucks will still run, drivers will still race, and the racing product won’t change regardless of what logo sits atop the series name. But for those who follow the business of NASCAR, this is one of the more consequential off-season storylines in recent memory. Watch this space.