Looking to alter its public image, amidst a struggle with continuously falling TV viewership, NASCAR is set to embark on a rebrand in 2026.
Having linked up with a new creative agency partner in 72andSunny earlier this year, NASCAR is pushing to define itself as a “working-class, Americana brand,” according to chief brand officer Tim Clark, via AdAge.
This intention to help bring NASCAR back in touch with its roots amongst its ever faithful blue-collar fanbase led the organization to adopt a new “Hell Yeah” tagline for the upcoming season, as per Sports Business Journal.
Unfortunately for NASCAR, before it has even had the opportunity to officially roll out its new tagline, it is already facing fierce backlash from the conservative group, One Million Moms, which is a part of the American Family Association.
In a scathing post which labeled the tagline “offensive,” OMM wrote that “NASCAR’s new brand spot “Hell Yeah” is the biggest oxymoron there is! There is nothing “yeah” about Hell since it is a place of torment and anguish.”
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The post went on to accuse NASCAR of deliberately choosing “to produce controversial branding instead of wholesome ones,” going on to add, “Shame on NASCAR executives who air races during prime time when most families are watching. How damaging and destructive to children!”
As pointed out in the post, “Hell Yeah” hasn’t been pulled out of thin air by 72andSunny, given that it has long been yelled by drivers after taking the checkered flag. As such, it demonstrates a willingness by NASCAR and its new partner to leverage elements of its roots with the ultimate goal of reasserting itself as a favorite among an increasingly disenfranchised fanbase.
“NASCAR is an iconic American brand. Its roots-bootleggers forming a racing league-are so tied to American history,” 72andSunny’s executive creative director Zach Hilder told AdWeek. “The stories are limitless. We want to make NASCAR felt, not just seen, and turn casual fans into avid fans.”
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Hilder also went on to comment, somewhat notably given this recent backlash, that they do not plan to change “the DNA of how we show up. It’s just time to lean into it harder.”
But change for NASCAR won’t be limited to just its promotional material come 2026. President Steve O’Donnell recently revealed that the much-maligned NextGen cars will see an increase in horsepower to 750 for all road courses and tracks under 1.5 miles in length next season – a total of 17 tracks.
Furthermore, NASCAR has also cut down from six to five road courses next season, returning instead to Chicagoland Speedway, whilst also introducing a new race at the Naval Base Coronado in San Diego, coinciding with the Navy’s 250th anniversary celebrations.
It also appears that the current Playoff format, which has proven increasingly divisive of late, is also set for an overhaul, although exactly which direction NASCAR will take remains unclear.