DAYTONA BEACH, Fla. — The International Motor Sports Association opened the 2026 season with significant momentum at the 64th Rolex 24 At Daytona, posting gains across nearly every on‑ and off‑track metric.
From TV viewership to digital engagement to record attendance at Daytona International Speedway, the event delivered several new milestones.
“In all aspects, the 64th Rolex 24 At Daytona was an all-time event,” said IMSA President John Doonan. “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.”
Daytona International Speedway reported its highest-ever Rolex 24 attendance, drawing more than 180,000 fans over four days. On television, NBC’s network coverage averaged over 1.1 million viewers.
IMSA’s digital and social platforms also saw substantial growth. The official Instagram account surpassed 1 million followers as part of a total social footprint that reached 3.7 million by the end of January.
IMSA’s YouTube channel — now at 1.5 million subscribers after crossing the 1 million mark last August — recorded its largest international audience ever, generating nearly 3.8 million live views for the Rolex 24.
“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,” said IMSA CEO Ed Bennett. “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.”
