Latinos are a sought-after segment of the American population, and organizations like NASCAR are trying to court them in any way possible. In a Feb. 21 report on Fox News Latino, an upcoming race was announced at the Phoenix International Raceway that will feature over two dozen Mexican NASCAR drivers.
On March 1, the Arizona speedway will host the historic 75-lap event that is part of an agreement with Fox Deportes, and it will be broadcast in Spanish for the enjoyment of Hispanic viewers. This race represents NASCAR’s efforts to increase their presence in the Latino market; right now only 10 percent of NASCAR’s audience is Latino.
According to Fox News Latino, the Mexican NASCAR drivers take the sport very seriously and are very competitive. They even do physical training and have dietary plans.
According to this article, NASCAR is seeking to attract not only a more diverse public but a younger audience for the sport. They enacted a five-year plan to that end in 2011.