NASCAR’s push to modernize its image continues to clash with the conservative ideals that some groups hold. The past has seen quite some instances of this, but now, the controversy has flared up. NASCAR has once again found itself balancing commercial partnerships with its traditionally faith-based fan base, as a similar controversy has come knocking on its door.

Slogan sparks backlash

NASCAR is stirring up conversation long before the 2026 season even begins, and this time, it’s not about horsepower or playoff drama. The racing giant is reportedly rolling out a bold new marketing campaign centered around the slogan “Hell Yeah!”, a move meant to tap into its “rebellious, Americana roots” and reconnect with the blue-collar fan base that built the sport.

According to interviews NASCAR gave to Adweek and Ad Age, the goal is to modernize the brand while celebrating its rough-around-the-edges heritage. But the reaction has been anything but unanimous. Conservative and family-focused groups, including One Million Moms, have blasted the campaign as inappropriate, arguing that the slogan’s use of profanity crosses a line, especially for a sport that prides itself on family-friendly values and Sunday afternoon TV slots.

Critics say the phrase, while common in driver celebrations, shouldn’t headline a national ad campaign where kids are watching. Supporters of NASCAR’s new direction, on the other hand, argue that the slogan captures the unfiltered excitement and authenticity that fans have always loved about the sport.

For now, NASCAR hasn’t revealed when the “Hell Yeah” spots will officially debut, but one thing’s clear: this marketing push has already ignited a cultural debate before the engines even fire in 2026. The “Hell Yeah” tagline is meant to evoke the raw thrill of a green-flag drop or a last-lap pass, that unfiltered rush that’s been NASCAR’s DNA since Bill France Sr. turned moonshine runners into a sport.

But groups like One Million Moms see it as a step too far, a profane punch that clashes with the pre-race prayers and family tailgates. It’s a clash of worlds, NASCAR’s blue-collar edge versus its wholesome heart, and the slogan’s landing right in the middle.

The “Hell Yeah” dust-up comes as NASCAR dives into gaming with NASCAR 25, a launch that’s got fans geeking out over a full-circle nod to the sport’s golden age.

NASCAR 25’s Golden Age reunion

The October 14, 2025, console drop for PlayStation 5 and Xbox Series X|S (PC on Steam November 11) packs 190 drivers, 400 paint schemes, and a career mode from ARCA to Cup. But the real magic? It’s built by the same teams behind NASCAR ‘00s classics like NASCAR 2003 (Papyrus), Dirt to Daytona (Monster Games), and NASCAR Thunder 2004 (EA Sports).

Matt Lewis, iRacing’s production director, called it a “dream team”: “If you ask anybody what their favorite NASCAR game in history was, you’re going to get one of those three. And now we have the teams that worked on all of those games building NASCAR ’25.”

iRacing, born from Papyrus, blends sim depth with console accessibility. Monster Games’ Dirt to Daytona progression and EA’s career loops make this the ultimate mashup: “Fast forward 20 years, and here we are. We are finally doing it.”

Nick Rend, NASCAR’s VP of Interactive Platforms, hyped the fusion: “iRacing has taken the foundation of their legendary sim and paired it with console veterans who know how to design careers, progression loops, user experiences, and live-service systems.”

It’s a nod to the golden age, when NASCAR 2003’s physics and Thunder 2004’s stories hooked gamers. iRacing’s 350,000 subscribers exploded during the pandemic with virtual Cup races at North Wilkesboro and Atlanta, proving that sims can revive tracks and fans.