Sebring Delivers All-Time 115,000 Attendance Record

Last month’s Mobil 1 Twelve Hours of Sebring delivered an all-time attendance record for the event, with IMSA reporting 115,000 attendees over the course of the four-day event.

The event’s record attendance follows another record-breaking turnout for January’s WeatherTech SportsCar Championship season-opening Rolex 24 at Daytona, which had a reported attendance of 180,000 people, also over four days.

The reported attendance number for Sebring, announced on Thursday, slightly contradicts previous race numbers, which had been quoted in multiple media outlets at 140,000 in 2008 and between 15o,000 and 169,000 in 2006. However, both of those numbers are understood to have been estimates.

The at-track attendance at Sebring was reinforced by substantial increases in merchandise sales, with IMSA seeing a 32 percent increase year over year and Sebring International Raceway experiencing a 19 percent increase. IMSA and Sebring saw a combined 25 percent increase over 2025.

IMSA’s domestic and global broadcast offerings, meanwhile, also continue to build momentum.

The total live global audience reached well over one million viewers, bolstered by a 37 percent year-over-year increase in reach for Peacock’s domestic streaming audience and a 23 percent increase for international streaming on the official IMSA YouTube channel and IMSA.tv along with international linear television distribution through Greenlight International.

IMSA’s official social media channels also continued to grow substantially, with 73,000 total new followers gained. The channels achieved 52 million video views, which was responsible for a 13 percent increase year over year.

“The momentum behind IMSA has never been stronger,” said IMSA President John Doonan.

“From a record-setting crowd at Sebring to continued growth across broadcast, streaming and digital platforms, these results reflect the passion of our fans, the strength of our partners and teams, and the global appeal of sports car racing.

“As we head into the heart of the 2026 season, we’re encouraged by the trajectory of the championship and excited about what’s ahead.”