The Rolex 24: Breaking Records and Setting New Standards in Motorsport
DAYTONA BEACH, Fla. — The roar of engines and the thrill of competition reached new heights at the 64th Rolex 24 At Daytona, marking an unprecedented launch to the 2026 season for the International Motor Sports Association (IMSA). This iconic endurance race not only captivated fans but also shattered records across the board, solidifying its status as a landmark event in motorsport history.
IMSA President John Doonan could barely contain his excitement as he proclaimed, “In all aspects, the 64th Rolex 24 At Daytona was an all-time event.” His sentiments reflect the collective pride felt by staff, teams, manufacturers, drivers, and fans who all played a pivotal role in making this event a resounding success. “I’m humbled, honored, and blown away by the incredible efforts of our community,” he added, highlighting the collaborative spirit that fueled this record-breaking race.
Attendance soared to staggering heights, with Daytona International Speedway reporting its highest-ever turnout for the Rolex 24, drawing over 180,000 enthusiastic fans over four exhilarating days. This surge in attendance is a testament to the event's growing allure and the passionate fanbase that surrounds it.
Television ratings mirrored this excitement, with NBC’s coverage averaging over 1.1 million viewers, showcasing the race’s widespread appeal. But it wasn't just traditional media that thrived; IMSA’s digital presence also flourished. The official Instagram account surpassed 1 million followers, contributing to a remarkable social media footprint that reached a staggering 3.7 million by the end of January.
The digital revolution continued with IMSA’s YouTube channel, which skyrocketed to 1.5 million subscribers, achieving a monumental milestone of nearly 3.8 million live views during the Rolex 24. This impressive reach underscores the event’s international appeal and the growing engagement of fans across various platforms.
Ed Bennett, the CEO of IMSA, articulated the organization’s strategic vision, stating, “Over the past several years, we’ve followed a clear and intentional strategy to grow the IMSA brand, elevate the event experience, and broaden how fans can engage with us.” His pride in the upward trends across all metrics is palpable, as he notes, “I’m proud of our entire community for helping drive this remarkable renaissance period of growth in sports car racing.”
As the dust settles on this monumental event, one thing is crystal clear: the Rolex 24 At Daytona has not only set benchmarks for attendance and viewership but also ignited a passion for motorsport that resonates deeply within the hearts of fans worldwide. The 2026 IMSA season is off to a roaring start, and the future has never looked brighter for sports car racing.
