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NASCAR in Mexico: the US expansion of motorsport into Hispanic culture

Thomas S. Mueller (Doctoral Student, College of Journalism & Communications, University of Florida, G035 Weimer Hall, Gainesville, FL 32611 8400, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2008

Abstract

NASCAR (The National Association for Stock Car Auto Racing) has instituted an aggressive growth campaign. NASCAR's compelling challenge is to retain its core fan base - south-eastern US consumers - while also attracting a new upscale demographic and an international following. One targeted initiative was a three-year commitment to feature the NASCAR Busch Series at the Autodromo Hermanos Rodriguez, near Mexico City. This paper explores the assimilation of NASCAR's core product into a Hispanic subculture, observes the media's depiction of the expansion, and discusses the US fan reaction to racing in Mexico.

Keywords

Citation

Mueller, T.S. (2008), "NASCAR in Mexico: the US expansion of motorsport into Hispanic culture", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 3, pp. 47-60. https://doi.org/10.1108/IJSMS-09-03-2008-B008

Publisher

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Emerald Group Publishing Limited

Copyright © 2008 by Winthrop Publications Limited