NASCAR Sets Guinness Record for 'World's Loudest Billboard' in NYC

The massive Times Square display features a 1:1 replica NASCAR Next Gen engine that roars to life.

Published on Feb. 10, 2026

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NASCAR has set a Guinness World Record for the 'World's Loudest Billboard' in the heart of Times Square in New York City. The massive display features a 1:1 replica NASCAR Next Gen engine that emits the thunderous roar of a Cup Series car, creating a visceral and immersive experience for passersby.

Why it matters

This record-setting billboard is part of NASCAR's 2026 brand refresh, which aims to highlight the sport's instinctive, high-energy identity and invite more fans to experience the thrill of NASCAR racing. By placing this loud and attention-grabbing display in the iconic Times Square, NASCAR is making a bold statement to kick off the 2026 season and draw new audiences to the sport.

The details

The 'World's Loudest Billboard' was created in partnership between NASCAR, 72andSunny, and Guru House, with input from NASCAR engine builders in North Carolina. The billboard's engine replica was designed to authentically recreate the powerful roar of a NASCAR Cup Series car, providing passersby with an immersive and visceral taste of the sport's high-octane energy.

  • The billboard was unveiled on Tuesday, February 10, 2026 in Times Square, New York City.
  • The 68th running of the Daytona 500, NASCAR's biggest race of the season, is scheduled for Sunday, February 16, 2026.

The players

NASCAR

The sanctioning body for the premier stock car racing series in the United States.

Tim Clark

NASCAR's Chief Brand Officer, who stated that setting the Guinness World Record 'serves as a bold statement to get the 2026 season started.'

72andSunny

The advertising agency that partnered with NASCAR on the 'World's Loudest Billboard' campaign.

Guru House

The production company that collaborated with NASCAR and 72andSunny on the record-setting billboard.

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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 Chief Brand Officer (NASCAR)

What’s next

The 2026 NASCAR Cup Series season kicks into high gear this week with the Daytona 500, NASCAR's biggest race of the year, scheduled for Sunday, February 16, 2026.

The takeaway

NASCAR's record-setting 'World's Loudest Billboard' in Times Square is a bold move to amplify the sport's high-energy brand and invite new fans to experience the visceral thrill of stock car racing as the 2026 season gets underway.