The longstanding business partnership between Daytona International Speedway and Rolex has been extended even further, the speedway announced on Thursday. Under this new extension, the prestigious 24 Hours of Daytona endurance race will officially be deemed the Rolex 24 for the foreseeable future.
The exact length of the partnership extension was not announced, but speedway spokespeople referred to the deal as ‘long-term’ over multiple years. Rolex first became the race’s title sponsor in 1992, but the luxury watchmaker has been a sponsor of the speedway since its first events in the 1950s.
“We are honored 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.”
Coinciding with the partnership extension is the hundred-year anniversary of the Rolex Oyster watch, which has a special tie to racing history. A Rolex Oyster was on Sir Malcom Campbell’s wrist when he reached a record 272 miles per hour on the sands of Daytona Beach, breaking speed records in 1935. This historic moment in motorsports helped bring about Rolex’s long-running investment in the sport.
“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,” said Rolex Watch USA President & CEO Luca Bernasconi. “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.”
The 64th running of the Rolex 24 at Daytona International Speedway kicks off on Saturday, January 24 at 1:40 p.m. It concludes exactly 24 hours later on Sunday, January 25.
Chris Gollon is a Flagler County resident since 2004, as well as a staple of the local independent music scene and avid observer of Central Florida politics, arts, and recreation.
