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

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.

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