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NASCAR Aims to Break Guinness Record with Loud NYC Billboard
The new "Hell Yeah" branding will feature a replica Next Gen engine on a Times Square billboard.
Published on Feb. 9, 2026
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NASCAR is attempting to break the Guinness World Record for the world's loudest billboard by placing a replica engine from its Next Gen car on a Times Square billboard in New York City. The stunt is part of the sport's new "Hell Yeah" advertising rebrand for the 2026 season, which will also feature a return to the Chase championship format and scheduling changes.
Why it matters
This attention-grabbing stunt is part of NASCAR's efforts to revitalize its brand and appeal to new fans as it heads into the 2026 season. The loud billboard in the heart of Times Square is designed to generate buzz and excitement around the upcoming Daytona 500 and the broader changes coming to the sport.
The details
The replica Next Gen engine used for the billboard is expected to produce around 110-115 decibels of sound, which would break the current Guinness World Record. NASCAR is hoping the loud display will help kick off its new "Hell Yeah" marketing campaign that includes a commercial that aired after the Super Bowl.
- The 2026 NASCAR Cup Series season will officially kick off with the 68th running of the Daytona 500 on Feb. 15, 2026.
- NASCAR will attempt to break the Guinness World Record for the world's loudest billboard on Monday, February 10, 2026 in Times Square.
The players
NASCAR
The American stock car racing organization that sanctions the NASCAR Cup Series, the top level of professional competition in the sport of stock car racing.
What’s next
NASCAR will attempt to break the Guinness World Record for the world's loudest billboard on Monday, February 10, 2026 in Times Square.
The takeaway
This bold marketing stunt is part of NASCAR's efforts to generate excitement and appeal to new fans as it heads into the 2026 season with a revamped brand identity and a number of changes, including a return to the Chase championship format.
