NASCAR looks for extra exposure in Latin America

The U.S.’ primer auto racing league is continuing its plans for additional exposure in Latin America. One of the first steps in that direction was Colombian driver Juan Pablo Montoya’s move from Formula 1 to NASCAR last year. Thus far Montoya (image) has an outside chance at qualifying for the pseudo-playoff Chase after placing second in last week’s Allstate 400.

Several other drivers from the Americas are racing in NASCAR’s minor series; for example, the NASCAR Busch East Series includes three Mexican-born drivers and one Mexican-American racer.

NASCAR’s expansion also included signing a major licensing deal that would allow for NASCAR products to be directly marketed in Latin America. The deal with Licensing & Promotions Latin America would open the way for notebooks, backpacks, and other products to be splashed with the images of NASCAR drivers, cars, etc.

Whether this will eventually lead to more popularity for NASCAR remains to be seen. According to their statistics only 9% of all NASCAR fans identify themselves as Hispanic.

Sources- The Latin Americanist, SI.com, Kentucky.com, Boston Globe, Sporting News, inRich.com

Image- USA TODAY