Detractors may point to NASCAR’s fading mainstream buzz as evidence of decline, yet the numbers tell a different story. With an average of 2.7 million viewers per minute (the highest of any U.S. motorsport), the stock car giant remains firmly rooted in American culture.

What’s shifting, however, is NASCAR’s ambition. Rather than chasing the title of America’s biggest motorsport, the sanctioning body has set its sights on global rivals like Formula One, rolling out aggressive expansion plans and international weekends in markets such as Mexico City.

Now, as the 2025 season winds down, NASCAR is preparing its boldest move yet: a radical yet strategic 2026 rebrand.

With 72andSunny As Branding Partner, NASCAR Targets a Cultural Shake-Up for the Next Era

The National Association for Stock Car Auto Racing (NASCAR) began its search for a new creative partner earlier this year to help steer its brand forward. But instead of the conventional proposal requests, the organization delved further, inviting 11 agencies to respond to a deliberately open-ended brief.

72andSunny (a subsidiary of Stagwell), the agency renowned for brand transformation and culturally led marketing campaigns, was selected from the lot. The agency’s Los Angeles office will see through the new co-op, led by Zach Hilder, the company’s executive creative director.

Hilder expressed enthusiasm for the collaboration, describing it as a “perfect match” in light of NASCAR’s storied past and cultural significance in America. “We all got excited about the same things,” he noted (as per Adweek.com).

Rebellious and unapologetic from the start—that’s NASCAR’s foundation. With @72andSunny, NASCAR is developing a long-term brand platform that will debut at the 2026 #DAYTONA500.https://t.co/hJZD7mJsQA

— NASCAR Communications (@NASCAR_Comms) September 16, 2025

“NASCAR is an iconic American brand. Its roots — bootleggers forming a racing league are so tied to American history,” Hilder added. “The stories are limitless. We want to make NASCAR feel, not just seen, and turn casual fans into avid fans.”

Having worked to transform the image of Microsoft Xbox and spearheading Nike’s marketing campaign, 72andSunny’s scope includes creative strategy, brand design, digital and social initiatives, and marquee events.

As part of this partnership, 72andSunny will craft a long-term brand platform designed to energize the sport’s fanbase, restore its cultural relevance, and boost engagement across live events, television, and digital channels.

On that front, their first campaign is set to launch around the crown jewel 2026 Daytona 500, NASCAR’s marquee event, putting drivers front and center while aligning the sport with cultural moments and strategic partnerships to attract broader audiences.