The 64th edition of the 24 Hours of Daytona breaks all records to kick off the 2026 IMSA season

More than 180,000 spectators attended the Daytona International Speedway over the weekend, setting a new record for the event. This influx of visitors was accompanied by a significant increase in sales: up 42% for event-related merchandise and up 20% for general merchandise. IMSA.

In terms of media coverage, NBC's broadcast averaged 1,1 million viewers, a 49% increase year-over-year. This makes the Sunday slot the second-highest-rated in the event's history, while the 18-34 demographic grew by 52%. The Peacock streaming platform also doubled its audience, reaching 784,000 unique viewers.

Digital media also played a significant role. The international YouTube broadcast of the race garnered 3,8 million live views (+30%), with 63% coming from 18-34 year olds. The IMSA channel now boasts 1,5 million subscribers, while all social media platforms combined have amassed 3,7 million followers, including over one million on Instagram.

Many important announcements during the 24 Hours of Daytona

Beyond the figures, this week in Florida was marked by several significant announcements: the creation of IMSA Labs, a research partnership with NASA, the new Michelin Sustainability in Racing Award, the extension of Rolex's title sponsorship, and technology agreements with Sentronics and BDO. All these initiatives illustrate IMSA's commitment to innovation while enhancing its appeal.

After a historic January, the American endurance championship intends to continue this momentum at the next round: the 12 Hours of Sebring, scheduled from March 18 to 21.

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