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NASCAR Sets Guinness World Record With Times Square ‘Loudest Billboard’

The stunt launches the sport’s “Hell Yeah” brand refresh ahead of Daytona, signaling a push back toward its traditional identity.

Sound Up! NASCAR Sets Guinness Record with 'World's Loudest Billboard'
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Overview

  • NASCAR confirmed Tuesday it set the Guinness World Record by powering a 1:1 replica Next Gen engine mounted on a Times Square billboard.
  • Chief brand officer Tim Clark called the achievement a bold way to open the 2026 season and showcase the sport’s visceral energy.
  • The activation was developed by 72andSunny with Guru House, with consultation from NASCAR engine builders in Winston-Salem, North Carolina.
  • The campaign ushers in 2026 changes that include a return to the Chase championship format and schedule moves such as Chicagoland and a race at Naval Base Coronado.
  • The record-setting moment comes during race week, with the Daytona 500 on Sunday at 2:30 p.m. ET on FOX following Thursday night’s qualifying Duels on FS1.