Daytona extends Rolex sponsorship
Daytona International Speedway has announced a long-term extension of its partnership with Rolex, which will continue as title sponsor and official timepiece of the Rolex 24 at Daytona.
The agreement ensures the Swiss watchmaker’s ongoing association with IMSA’s flagship endurance race, a relationship that dates back more than seven decades. Rolex first became title sponsor of the twice-around-the-clock event in 1992, having supported the race through multiple eras of sports car racing.
“We are honoured to be extending our partnership with Rolex, a company that has been dedicated to Daytona and racing for decades,” said Daytona International Speedway President Frank Kelleher. “The Rolex 24 has become one of the most celebrated races and this event continues to showcase top-skilled drivers and teams while the legendary Rolex countdown clock keeps time on the contest.”
The continued partnership comes as Rolex celebrates the 100th anniversary of the Oyster, the watch that established the brand’s connection with motorsport history at Daytona Beach. Just a few years after its introduction, Sir Malcolm Campbell wore the Oyster while driving Bluebird to a then-record speed of 272 miles per hour on the beach near Daytona, a moment that helped inspire the creation of the Oyster Perpetual Cosmograph Daytona in 1963.
Luca Bernasconi, President & CEO, Rolex Watch U.S.A., said: “Rolex is delighted to continue its long-standing association with the Rolex 24 At Daytona, a race that embodies resilience, precision and dedication on the journey to achievement. This partnership reflects our deep connection to the event and endurance racing more widely, with Daytona standing as both a famed racing venue and the spiritual home of Rolex’s nearly century-long involvement in motorsport.”
Rolex will continue its tradition of marking defining moments and milestones at the circuit, with its clocks remaining a fixture at Daytona as part of its wider presence at endurance races around the world.
The Rolex 24 at Daytona is regarded as one of the most prestigious endurance races globally, alongside the 24 Hours of Le Mans, attracting many of the world’s leading drivers and teams to compete from day into night.
Overall winners of the race will continue receive a specially engraved Rolex Daytona timepiece with this extension. It's a prize that has become one of the most coveted trophies in sports car racing.
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