By removing the ban, officials could create a sponsorship windfall for a couple of racing teams that have been courting liquor companies in recent months.
NASCAR president Mike Helton is expected to make the formal announcement today (Wednesday).
NASCAR is not expected to name an official hard-liquor brand, but teams and tracks will be allowed to advertise hard-liquor products - as long as the advertising programmes include a commitment to promoting responsible drinking.
Under NASCAR's current sponsorship policy, teams are allowed to advertise beer and malt beverages such as Smirnoff Ice. But teams are not allowed to advertise hard liquor, a ban that can be traced to a long-standing agreement among major television networks to turn down hard-liquor commercials.
Liquor advertising has steadily been making its way into the sports world in the past few years on cable television, in-stadium signage and on race cars in others motor sports series.
Jeff Burton was involved in sponsorship discussions with a liquor company earlier this year while he was driving the Roush team's No. 99 car and the repeal of the ban comes too late to keep Burton with Roush — he left for Richard Childress Racing in August.
But he said officials did the right thing by taking time to weigh the potential positives and negatives associated with lifting the ban.
"I honestly believe that if the spirit companies come into the sport and handle it properly, they will elevate the responsible drinking message," Burton said. "It won't degrade it, it will elevate it."
