HELLA EXPANDS PARTNERSHIP WITH THE PPIHC AS SPONSOR OF THE HELLA FAST 15
Global automotive technology leader adds Fast 15 sponsorship, fleet lighting support and fan engagement initiatives for the 104th Running.
Colorado Springs, Colorado, May 19, 2026 – HELLA, a global leader in automotive lighting and electronics, announces its return to the Pikes Peak International Hill Climb with an expanded role for 2026. This year, HELLA becomes the official naming partner of the iconic Fast 15 qualifying shootout, now known as the HELLA Fast 15, spotlighting the fastest competitors on the mountain.
In addition to its Fast 15 entitlement sponsorship, HELLA will provide the Race to the Clouds with advanced warning lighting for its Safety Truck fleet. Deployed across all 12 official support vehicles, HELLA lighting ensures maximum visibility, reliability, and safety on one of the most demanding courses in motorsports.
“Pikes Peak is the ultimate proving ground,” said Rob Tinson, Founder of aftermarketREADY and partner to HELLA. “Supporting the fleet with critical warning lighting reinforces HELLA’s commitment to performance and safety in extreme conditions.”
Following its debut last year, the HELLA Hype Awards return for 2026, expanding to two awards. Leading up to race day on June 21, fans can vote for the teams they are most excited to see compete. Two teams will be recognized based on fan votes, each receiving a cash prize and a custom HELLA trophy. Fans are encouraged to follow official Pikes Peak Hill Climb channels for details.
“HELLA’s expanded presence at Pikes Peak reflects the kind of partnership we value deeply,” said Pikes Peak International Hill Climb CEO Melissa Eickhoff. “From the HELLA Fast 15 to supporting our Safety Truck fleet with advanced safety lighting, HELLA is enhancing both the competition and the operation behind it. They understand the innovation and proving-ground spirit of this race, and we’re excited to grow the partnership.”
HELLA also continues its partnership with brand ambassador and defending Time Attack #1 Champion, Robb Holland, competing with Rotek Racing. Holland will drive a HELLA-liveried Porsche GT4R, built by Kellymoss.
“Whether you’re on a family trip up the mountain or pushing the limits on a course like this, braking technology, electronics, and visibility are everything,” said Robb Holland. “Partnering with HELLA gives us the confidence to perform at the highest level.”
In partnership with Rotek Racing, HELLA will debut a new mobile activation trailer and RV rig, bringing the brand to automotive events nationwide.
Fans can meet the competitors of the HELLA Fast 15 during Fan Fest, presented by Toyo Tires, on Friday, June 19, from 5 p.m. to 9 p.m. in downtown Colorado Springs. The drivers will sign autographs and engage with fans ahead of Race Day on June 21.
Contact:
Elizabeth Wyman
Marketing & Partnerships Manager
Elizabeth@ppihc.org
719-685-4400
www.ppihc.org
