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.
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Apr 1, 2008
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