NASCAR attempting to break Guinness World Record with NYC billboard

A cacophony of engine noise is perhaps NASCAR's most recognizable quality, and it's that quality that NASCAR will use as an advertising technique ahead of Sunday's season-opening Daytona 500. 

NASCAR will attempt to break the Guinness World Record for the loudest billboard

On Monday, Adam Stern of Sports Business Journal reported that NASCAR will attempt to break a Guinness World Record for the world's loudest billboard by placing a replica engine from NASCAR's Next Gen car on a Times Square billboard bearing the sport's "Hell Yeah" slogan for the 2026 season. 

The new slogan is part of NASCAR's advertising rebrand that included a commercial that aired shortly after the conclusion of Super Bowl LX. 2026 will feature myriad changes for NASCAR, including a return to the Chase championship format and scheduling changes such as a return to Chicagoland Speedway and a race held on Naval Base Coronado in California. 

Just one engine that usually resides under the hood of a NASCAR stock car can range from around 110 to 115 decibels, per BuildingSpeed.org.