Twenty years after Columbia Pictures’ Talladega Nights: The Ballad of Ricky Bobby became a cultural phenomenon, NASCAR is bringing fans together to celebrate the connection between the film, the sport and Talladega Superspeedway through DEGA-CON.
The campaign is designed to create new moments for longtime fans while introducing the excitement and personality of NASCAR to broader audiences through entertainment, nostalgia, and pop culture. This event will transform Talladega Superspeedway’s fall race weekend into a celebration that blends NASCAR, entertainment and fan culture in a way only Talladega can.
DEGA-CON was announced today via social media with a creative video presenting DEGA-CON as the solution to Talladega Nights Withdrawal Syndrome (TNWS). The video kicking off the campaign was created by Concept 80 featuring Chase Briscoe, Noah Gragson, Ross Chastain, Ryan Preece, and Riley Herbst.
After 20 years, are you struggling with Talladega Nights Withdrawal Syndrome?
Ask your favorite driver if DEGA-CON is right for you. pic.twitter.com/hrzHlHiyRW
— NASCAR (@NASCAR) August 4, 2026
The announcement offers an early look at what’s to come, including new content, fan experiences and special collaborations that will build throughout the season leading into Talladega race weekend.
Talladega Nights: The Ballad of Ricky Bobby 20th Anniversary available now on disc and digital. Add it to your collection at https://www.sonypictures.com/movies/talladeganightstheballadofrickybobby.
Additional details about DEGA-CON will be announced in the coming weeks.
— NASCAR —