IMSA Rolex 24: Highlights from a Record Event

The 64th Rolex 24 at Daytona proved to be a landmark event for the International Motor Sports Association (IMSA), shattering records across attendance, viewership, digital engagement, and more. Held at Daytona International Speedway, the season opener not only delivered thrilling on-track action but also highlighted the growing popularity of sports car racing.

–by Mark Cipolloni–

IMSA President John Doonan captured the sentiment perfectly: “In all aspects, the 64th Rolex 24 At Daytona was an all-time event. I’m humbled, honored and blown away by the incredible efforts of our staff, teams, manufacturers, drivers, partners, our teammates at Daytona International Speedway and most of all our fans, who contributed in so many ways to what was a record-setting WeatherTech Championship race at Daytona and start to our 2026 IMSA season.”

Unprecedented Crowds and On-Site Success

Daytona International Speedway welcomed over 180,000 fans across the four-day event, marking the highest attendance in the Rolex 24’s history. Despite varying weather conditions—from sunny days to foggy nights—the enthusiastic crowd boosted merchandise sales significantly, with trackside event-branded items up 42% and IMSA-branded merchandise increasing by 20%. This surge reflects the event’s appeal, drawing fans to the iconic 3.56-mile circuit for a mix of endurance racing and immersive experiences.

Surging Viewership on TV and Streaming

Television coverage also hit new highs, with NBC’s network broadcast averaging 1.1 million viewers—a 49% increase from the previous year. The Sunday window ranked as the second-highest on record, just behind 2021’s 1.2 million viewers, and saw a 52% jump in the 18-34 demographic. Streaming on Peacock added 784,000 unique viewers, more than doubling the prior year’s figures.

Digitally, IMSA’s international YouTube broadcast of the race garnered 3.8 million live views, a 30% year-over-year growth. Impressively, 63% of these viewers were in the 18-34 age group, underscoring the platform’s role in attracting younger audiences.

Explosive Growth in Social and Digital Platforms

IMSA’s digital footprint expanded dramatically during the event. The official YouTube channel, which crossed 1 million subscribers last August, now boasts 1.5 million after adding over 229,000 in January alone. Across all social platforms, IMSA reached 3.7 million followers by month’s end, growing by more than 390,000. Milestones included Instagram surpassing 1 million followers, TikTok exceeding 400,000, and X topping 200,000.

IMSA CEO Ed Bennett attributed this success to strategic efforts: “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 — whether they’re at the track or watching through modern linear, streaming or social platforms. To see every one of those areas trending upward is incredibly rewarding. I’m proud of our entire community for helping drive this remarkable renaissance period of growth in sports car racing.”

Building Momentum with the Roar Before the Rolex 24

The excitement built during the Roar Before the Rolex 24 test sessions, which drew strong crowds despite cooler weather. Surprise live streams on YouTube attracted significant attention, with Saturday night’s session pulling in over 250,000 views and Sunday morning’s exceeding 160,000.

2026 Rolex 24 at Daytona GTD & GTDPro Start. LAT Image for IMSA

The event also kicked off the second season of IMSA’s STEM program, supported by Gainbridge® and Konica Minolta. Local high school students participated in hands-on stations aligned with STEM curricula, led by IMSA and industry experts. Building on last year’s reach of over 14,000 students across 425 schools, the program continues to inspire the next generation.

A Wave of Announcements and Innovations

Race week was packed with forward-looking news. On Wednesday, IMSA captured a full-field photo and drone video of the 60 competing cars, alongside a unique helmet photo in victory lane featuring over 220 drivers’ helmets.

From Thursday into Friday’s IMSA Technology Symposium at Embry-Riddle Aeronautical University, several key announcements were made. IMSA and Michelin introduced the IMSA Michelin Sustainability in Racing Award for GTP teams excelling in sustainability metrics like tire and energy use. Rolex and Daytona extended their partnership, with Rolex continuing as the title sponsor and official timepiece.

The symposium highlighted IMSA Labs, a new platform for innovation and collaboration with partners. A groundbreaking Space Act Agreement with NASA was announced for research and technology exchange. Additionally, Sentronics joined as an IMSA Proud Technology Partner, and BDO became the Official Digital Transformation Partner of IMSA Labs.

Looking Ahead

This banner start to the 2026 IMSA season sets a high bar, with momentum carrying into the next event: the 74th Mobil 1 Twelve Hours of Sebring, scheduled for March 18-21. As sports car racing continues its renaissance, fans can expect more innovation, engagement, and record-breaking moments on the horizon.