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A big and upcoming demographic are the Hispanics. So let JJ and AL and NAACP do their boycotts and it would have very little if any effect on NASCAR.

Hispanic NASCAR Fans Break The Mold

Patricia Graham, Mar 05, 2009 01:30 PM
It is surprising how many companies make the “se habla espanol” mistake: They assume that, to tap the $925 billion buying power of Latino consumers in the U.S., one can simply translate general marketing efforts into Spanish.

Nothing could be further from the truth. To really make the most of this extraordinary opportunity — to win the hearts and minds of the greatest proportion of Hispanics possible — you need to understand that their likes and dislikes, desires and concerns, are often vastly different from those of non-Hispanics.

One internationally prominent marketer that knows this and has been working hard to understand and appeal to U.S. Hispanic consumers is NASCAR. The sport signed on its first Hispanic driver, Juan Pablo Montoya, in 2007; and today, 38% of U.S. Hispanics consider themselves at least “casual fans” of NASCAR — essentially the same proportion as for non-Hispanics (42%).

A key aspect of marketing to Hispanics is accurate research — and a new report on Hispanics and NASCAR from Knowledge Networks and sports marketing agency rEvolution takes a top-quality approach to representing all aspects of the Hispanic community in the U.S. The study points out that, to grow deeper roots among Hispanics, NASCAR needs to turn its casual Latino followers into “avid fans” — and that will require thinking about the marketing of the sport in some slightly different ways.

The driver is not king (or queen): Although non-Hispanic NASCAR fans tend to become very focused on a favorite driver, Hispanics are much less engaged at this level; only 19% are aware of Montoya, and, in general, they tend to root for the most successful drivers. So bringing in more Latino drivers may not have the effects one might expect.

Build the family unit: Hispanic NASCAR fans often do not know friends or family members who share their interest — so they do not experience the same sense of community that non-Hispanic fans often feel. Finding ways to make the sport more “social” could help solidify this fan base.

Speed gets attention: 59% of Hispanic NASCAR fans say that the speed of the cars was a key factor in attracting them to the sport; so highlighting that aspect of NASCAR could be destined to draw more interest from Latinos.

One important aspect of this study is its representation of Hispanics who do not use the Internet at least occasionally — a remarkable 44% of the U.S. Latino population. We have found that the problem is more one of lacking access than lacking interest; and so part of this study was use of an unusual, ongoing panel in which non-Internet Hispanics are given laptops and online connections so they can take part. As a result, we know the opinions of a vast number of Latinos who would be missed by conventional online research.

Recognizing the importance of U.S. Hispanic consumers is step number one ... but getting to know them on their own terms through accurate research is a bigger challenge. Be sure your approach to learning about Hispanics is nuanced as this fast-growing community.

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=101542

Wednesday, October 15, 2008

NASCAR making strides in drive for Hispanic diversity
By Richard Lapchick
Special to ESPN.com

While NASCAR’s Drive for Diversity program might be perceived as an effort to draw more African-Americans into professional racing, the reality is that the campaign is aimed at developing a full range of minority and female drivers and crew members and to expand its fan base in numerous directions. And so far, among Hispanics, NASCAR is making strides.

The program is helping produce promising Latino drivers. Michael Gallegos, who was born in Colorado, finished 17th in the 2007 NASCAR Camping World West Series standings in his third season in the program. And Jesus Hernandez, a second-generation Mexican born in Fresno, Calif., finished 12th in the 2007 NASCAR Camping World East Series standings in his fourth season in the program.

Several drivers, including Ruben Pardo, Rogelio Lopez and Jose Luis Ramirez, were born in Mexico. The elder statesman among Latino drivers might be Carlos Contreras, the first Mexican-born driver to compete in any NASCAR national series. Contreras, 38, broke through in 1999 when he joined the NASCAR Craftsman Truck Series and finished 14th in his first race — the NAPA Auto Parts 200 at California Speedway.

“Most people expected me to go to CART (Championship Auto Racing Teams), which was very popular at the time in Mexico, but I chose NASCAR,” Contreras said. “I wanted to be the first Hispanic in NASCAR, to open doors in Mexico and with Hispanics to NASCAR racing. I feel I have definitely opened doors for others to follow, including Ruben Pardo. We now have a NASCAR series in Mexico, and the races are broadcast in Spanish throughout the U.S. and Mexico. I feel that what I did started everything.”

According to the Simmons National Hispanic Consumer Survey, about 8.9 percent of NASCAR fans are Latino. There was a 10 percent increase between 2001 and 2005, when the most recent survey was taken.

There are Latino team members, drivers and a team owner in the NASCAR Sprint Cup Series, Nationwide Series and Camping World Series. Felix Sabates, born in Cuba, has owned a NASCAR team since 1987 and was instrumental in making a Mexico City race part of the NASCAR Nationwide Series circuit. Armando Fitz, owner of Fitz Motorsports, has been a Nationwide Series team owner for seven years. Joe Nava, owner of Performance Motorsports, competes in the Camping World West Series. Alba Colon, from Puerto Rico, is General Motors’ top engineer for its NASCAR Chevrolet racing program and was one of Hispanic Business magazine’s 20 Elite Women last year. Phil Jimenez is a race engineer for the No. 84 Red Bull Toyota team.

But drivers are the faces of the sport.

Aric Almirola, who is of Cuban descent, drives for DEI (Dale Earnhardt Inc.) in the NASCAR Spring Cup Series.

“When fans have someone they can relate to, identify with and cheer for, they become emotionally invested in the sport,” said Max Siegel, president of DEI. “I am proud to be able to support Aric’s career, and hopefully have a direct impact on the growth of our sport.”

There are obstacles, however, and some in NASCAR spoke openly about the challenges they have faced in trying to reach the top of the sport. Asked if he faced racism, Contreras said, “a little.”

“The new Mexican guy stood out sometimes, especially to some people in the garage who had never been out of the South,” said Contreras, who competed in two races last year in the NASCAR Nationwide Series for Fitz Racing. “I can say, though, that with time, I was seen by most as a regular guy in the garage, and I made lots of friends.”

The bigger obstacle is attracting sponsors, Contreras said, because corporate America doesn’t really rush to sponsor Hispanic or other minority drivers.

“If sponsors want the Hispanic market, they will go to soccer or music,” he said. “… Give me a good car and I will get around the track as good or better than any driver. Why should I be limited with my sponsors because I am Hispanic? It’s really not fair.”

Ruben Pardo, who drives for Fitz Motorsports, said Contreras helped open doors for him.

“If there aren’t big pockets behind you, you just can’t go racing,” he said. “I am eager to race, but support for me to continue my career is not there right now. I really have to work twice as hard as the next guy. Companies need to support Hispanic drivers. If you had a Hispanic driver competing with a high-profile team or sponsor, I am sure that fans would flock to their support. … It is tough for a Mexican company to spend this kind of money, and U.S. companies hesitate to sponsor a minority. My résumé should impress most anyone, but once they see I am Hispanic, I am cast aside as a Hispanic driver, instead of being seen as a NASCAR driver who has won races and championships.”

Clearly, the talent is there. But the sport still needs more top Latino drivers at all levels. And the corporate sponsors still need to fully understand that embracing diversity is a business imperative and that the Latino market has not been fully engaged. Understanding that could be the real fuel that propels the Latino community even further in the world of motorsports.

http://sports.espn.go.com/espn/hispanicheritage2008/columns/story?id=3644625