TY  - JOUR
AB  - 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.
VL  - 9
IS  - 3
SN  - 1464-6668
DO  - 10.1108/IJSMS-09-03-2008-B008
UR  - https://doi.org/10.1108/IJSMS-09-03-2008-B008
AU  - Mueller Thomas S.
PY  - 2008
Y1  - 2008/01/01
TI  - NASCAR in Mexico: the US expansion of motorsport into Hispanic culture
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 47
EP  - 60
Y2  - 2024/04/25
ER  -