NASCAR has officially launched its 2026 season by setting a GUINNESS WORLD RECORDS™ title for the World’s Loudest Billboard. This milestone was achieved through an installation in New York City‘s Times Square, where fans and passersby experienced the authentic roar of a NASCAR engine, creating excitement ahead of the DAYTONA 500 scheduled for Sunday, February 15 at 2:30 p.m. ET on FOX, FOX Deportes, MRN, and SiriusXM NASCAR Radio. The activation aimed to introduce a broader audience to the intensity and unique atmosphere of stock-car racing.
Authentic Engine Replica Brings NASCAR’s Power to the Heart of New York
The centerpiece of the campaign was a life-sized replica of a Next Gen NASCAR engine, designed to let people in the bustling urban setting hear and feel the power behind the sport. Built in Winston-Salem, North Carolina, the engine was crafted through a collaboration between the creative agency 72andSunny and Guru House, with expert guidance from NASCAR engine builders ECR and HMS to guarantee mechanical authenticity at scale. This innovative billboard captured the essence of NASCAR’s raw energy and delivered it to an iconic global landmark.
NASCAR Brand Officer Highlights the Importance of the Record
Tim Clark, NASCAR’s Chief Brand Officer, reflected on this achievement:
“Setting a GUINNESS WORLD RECORDS title is a proud moment for our sport and serves as a bold statement to get the 2026 season started,”
he said.
“The billboard puts the visceral energy of NASCAR front and center and invites everyone to experience what makes our sport so unique.”
2026 Brand Refresh Emphasizes NASCAR’s High-Energy Spirit
This event coincides with NASCAR’s refreshed brand campaign, titled “Hell Yeah,” which showcases the intense, instinctual excitement that defines the sport. The updated branding includes a new commercial developed by Concept80, released on February 8. It features prominent drivers Bubba Wallace, Carson Hocevar, Ross Chastain, and Kyle Larson, alongside well-known personalities Scott Eastwood, Marshawn Lynch, Cleetus McFarland, and Katelyn Larson. The campaign positions NASCAR as the ultimate destination for fans seeking thrilling, fast-paced entertainment that commands attention.
Anticipation Builds for the 2026 DAYTONA 500
The record-breaking billboard and the dynamic brand commercial mark the official start of NASCAR’s 2026 season. Together, they create an emphatic, loud, and confident message that connects deeply with the core elements that make NASCAR a beloved sport. Viewers are encouraged to tune in to the DAYTONA 500 on Sunday, February 15, at 2:30 p.m. ET on FOX, FOX Deportes, MRN, and SiriusXM NASCAR Radio, signaling the excitement yet to unfold on the race track.
