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Record-setting activation and new ad spot showcase NASCAR’s 2026 brand refresh – ‘Hell Yeah’, highlighting the instinctive, visceral energy that defines the sport
Photo Michael Jaworecki/Myracenews
NEW YORK (February 10, 2026) — NASCAR is starting its engines for the 2026 season by setting a GUINNESS WORLD RECORDS™ title with the World’s Loudest Billboard, following a historic activation in Times Square that brought the unmistakable roar of a NASCAR engine to the heart of New York City, introducing new audiences to what NASCAR truly feels like ahead of the DAYTONA 500 on Sunday, February 15 at 2:30 p.m. ET on FOX, FOX Deportes, MRN and SiriusXM NASCAR Radio.
The custom billboard featured a 1:1 replica NASCAR Next Gen engine, allowing people in Times Square – one of the world’s most iconic urban settings – to hear and feel the raw power of stock-car racing. Built in Winston-Salem, North Carolina, the engine was developed by 72andSunny in partnership with Guru House, with consultation from leading NASCAR engine builders, ECR and HMS, to ensure authenticity at scale.
“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,” said Tim Clark, NASCAR’s Chief Brand Officer. “The billboard puts the visceral energy of NASCAR front and center and invites everyone to experience what makes our sport so unique.”
The historic moment is part of NASCAR’s 2026 brand refresh – Hell Yeah, which highlights the instinctive, visceral energy that defines the sport. The refresh also includes a new brand spot developed by Concept80 that debuted Sunday, February 8. Featuring drivers Bubba Wallace, Carson Hocevar, Ross Chastain, and Kyle Larson, alongside Scott Eastwood, Marshawn Lynch, Cleetus McFarland, and Katelyn Larson. The ad positions NASCAR as the destination to feel alive — loud, fast, and impossible to ignore.
The record-setting moment and the brand spot serve as the launch point of NASCAR’s 2026 season. A big, loud, fun and confident statement deeply entrenched in what makes NASCAR special.
Tune-in to the 2026 DAYTONA 500 on Sunday, February 15 at 2:30 p.m. ET on FOX, FOX Deportes, MRN and SiriusXM NASCAR Radio
