Sunday, April 15, 2012

NASCAR Continues to Bet on the Hispanic Market

MOORESVILLE, North Carolina – The Hispanic stamp is becoming ever more prominent on the NASCAR circuit, with Latino drivers and teams and, even, marketing strategies directed at that segment to broaden the sport’s fan base.

In a mechanical workshop in Mooresville, North Carolina, a team of five people is making history each day by working for Viva la Raza Racing, the first Hispanic NASCAR team in the United States.

Oscar Sanchez, the director of Promo Race, the Mexican firm that is sponsoring the project, told Efe that his first dream had “become reality” when the team was formed in February and that 2012 will be a “learning year.”

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