America, start your engines.
With millions of viewers tuned in for the NFL’s Super Bowl, NASCAR made a statement of its own after the final whistle on Sunday night.
The sanctioning body unveiled its new national advertising spot introducing the 2026 season and a bold “Hell Yeah” rebrand, featuring a fast-paced, high-energy video designed to capture the grit, emotion and unparalleled edge that define modern stock car racing.
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Premiering immediately after the Seattle Seahawks defeated the New England Patriots on NBC, the ad delivered a rapid-fire blend of roaring engines, flying sparks, tire smoke, hard racing and big attitude. Anchored by appearances from NFL legend Marshawn Lynch and several of NASCAR‘s top stars, such as reigning champion Kyle Larson, 23XI Racing’s Bubba Wallace and Spire Motorsports’ Carson Hocevar — wielding his infamous flamethrower, of course — the spot moved with a relentless charge, placing an emphasis on speed, power and personality.
Rather than focusing on polish or perfection, the commercial leans into the raw side of the sport. Dented fenders, aggressive battles on track that lead to pushing and shoving off it in front of packed grandstands filling the screen, the spot reinforces NASCAR‘s identity as a place where intensity and authenticity still matter — and are encouraged.
The ad also highlighted the communal nature of race day for fans of all sorts. From tailgates and coolers to grandstands and infield celebrations, the message was clear: NASCAR is built around shared experiences and unfiltered passion — for everyone. There are no velvet ropes, no dress codes and no barriers between the diehards and the action.
As the engines fired and the screen faded to black, the message was unmistakable: NASCAR is fully leaning into its longstanding identity — and inviting America to come along for the ride.
