Captivating, dramatic and demanding, the Rolex 24 At DAYTONA sits alongside the 24 Hours of Le Mans as one of the most famous and revered endurance races in the world. Enticing the world’s greatest drivers and continuously pushing the modern automobile beyond the established limits of reliability, the competition is the ultimate test of team, driver and machine. A partner of track racing in Daytona Beach from its very beginnings in the late 1950s, Rolex has been Title Sponsor of this celebrated "twice-around-the-clock" motor sport challenge since 1992.