NASCAR's Times Square Billboard Sets Guinness World Record

The custom billboard featuring a 1:1 replica NASCAR Next Gen engine reached a peak of 133.7 decibels, making it the World's Loudest Billboard.

Published on Feb. 10, 2026

Got story updates? Submit your updates here. ›

NASCAR has officially set a GUINNESS WORLD RECORDS title for the World's Loudest Billboard in Times Square, New York City. The custom billboard featured a 1:1 replica NASCAR Next Gen engine that reached a peak of 133.7 decibels, easily surpassing the previous record of 100 decibels. This historic moment is part of NASCAR's brand refresh for the upcoming 2026 season, shifting to a mantra of "Hell Yeah" to highlight the visceral energy of the sport.

Why it matters

Setting a Guinness World Record for the World's Loudest Billboard in the heart of Times Square is a bold statement that brings NASCAR's high-octane energy to one of the most iconic urban settings. This activation is part of NASCAR's broader efforts to refresh its brand and attract new fans to the sport ahead of the 2026 season.

The details

The custom billboard featured a 1:1 replica NASCAR Next Gen engine that was built in Winston-Salem, North Carolina, by 72andSunny in partnership with Guru House, with consultation from leading NASCAR engine builders ECR Engines and Hendrick Motorsports. The engine reached an incredible peak of 133.7 decibels, which is louder than peak stadium crowd noise at many facilities and 32 times as loud as a typical shower or dishwasher.

  • On Tuesday, NASCAR launched the historic and unique activation in Times Square.
  • The 68th Annual DAYTONA 500 at Daytona International Speedway, the first points-paying event of the 2026 NASCAR Cup Series campaign, will take place on Sunday, February 15 at 2:30 PM ET.

The players

NASCAR

An American auto racing sanctioning and operating company that is the sanctioning body for the NASCAR Cup Series, the top level of professional competition in stock car racing in the United States.

72andSunny

A global creative agency that partnered with NASCAR to build the custom billboard featuring the 1:1 replica NASCAR Next Gen engine.

Guru House

A creative production company that partnered with 72andSunny and NASCAR to build the custom billboard.

ECR Engines

A leading NASCAR engine builder that provided consultation for the construction of the 1:1 replica NASCAR Next Gen engine used in the billboard.

Hendrick Motorsports

A premier NASCAR team that provided consultation for the construction of the 1:1 replica NASCAR Next Gen engine used in the billboard.

Got photos? Submit your photos here. ›

What they’re saying

“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. The billboard puts the visceral energy of NASCAR front and center and invites everyone to experience what makes our sport so unique.”

— Tim Clark, NASCAR's Chief Brand Officer

What’s next

The 68th Annual DAYTONA 500 at Daytona International Speedway, the first points-paying event of the 2026 NASCAR Cup Series campaign, will take place on Sunday, February 15 at 2:30 PM ET.

The takeaway

NASCAR's record-breaking Times Square billboard activation is a bold move to kick off the 2026 season and bring the high-octane energy of the sport to a new audience. By setting the Guinness World Record for the World's Loudest Billboard, NASCAR is making a statement about the visceral, instinctive nature of its racing that it hopes will attract more fans to the sport.