NASCAR Unveils NASCOOLER Go-Kart Cooler for 2026 Daytona 500

The racing organization celebrates fan culture and on-track fun with a bold brand refresh.

Published on Feb. 15, 2026

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NASCAR is getting back to basics and celebrating what makes stock car racing fun, including unveiling the NASCOOLER go-kart cooler as part of its 2026 brand refresh. The NASCOOLER, a NASCAR-branded cooler with a massive spoiler, is part of a broader marketing push by the organization to own the week of the Daytona 500 and showcase the sport's accessibility and laid-back atmosphere.

Why it matters

NASCAR's NASCOOLER initiative reflects the organization's efforts to energize current fans and welcome newcomers by leaning into the sport's roots and unique fan culture. As NASCAR faces competition from other forms of motorsports, this bold branding strategy aims to differentiate the sport and highlight what makes it special - the ability for fans to bring their own coolers, have a good time, and experience the excitement of racing.

The details

The NASCOOLER was created by NASCAR's ad agency 72andSunny and production company Guru House, the same team behind the World's Loudest Billboard featuring a full-sized replica Next Gen engine. The NASCOOLER was designed to be "marketing on wheels," showcasing NASCAR's accessibility and the fun, laid-back atmosphere of the sport. The go-kart cooler was test-driven around the Daytona International Speedway parking lots, drawing attention from fans, Thunderbirds pilots, and track crews.

  • On Super Bowl Sunday, NASCAR launched a new TV commercial called 'Hell Yeah' as part of its brand refresh.
  • On the Tuesday before Daytona 500 week, NASCAR set a Guinness World Record with the World's Loudest Billboard featuring a full-sized replica Next Gen engine.
  • On the Saturday afternoon before the Daytona 500, the NASCOOLER made its debut, zooming through the Daytona parking lots.

The players

NASCAR

The sanctioning body for stock car racing in the United States, which is getting back to basics and celebrating what makes the sport fun for fans as part of its 2026 brand refresh.

72andSunny

The advertising agency that partnered with NASCAR on the brand refresh, including the creation of the NASCOOLER go-kart cooler.

Guru House

The production company from Winston-Salem, North Carolina that built the NASCOOLER and the World's Loudest Billboard for NASCAR.

Tyler Hoke

NASCAR's senior director of brand marketing, who explained the goals and strategy behind the NASCOOLER and broader brand refresh.

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What they’re saying

“NASCAR is a damn good time at the end of the day.”

— Tyler Hoke, NASCAR Senior Director of Brand Marketing (FanBuzz)

“The underlying tone is also that we're the most accessible sport. Fans can bring their coolers in. What we like to say is that in every other sport, a cooler is contraband, but in NASCAR, it's a vehicle.”

— Tyler Hoke, NASCAR Senior Director of Brand Marketing (FanBuzz)

What’s next

NASCAR plans to continue its brand refresh throughout the 2026 season, with more "stunty, fun things" to get fans excited about the sport.

The takeaway

NASCAR's NASCOOLER initiative is part of a broader strategy to differentiate the sport, energize current fans, and welcome newcomers by leaning into the unique fan culture and accessibility that makes NASCAR stand out from other major sports leagues.