Nascar Seeks to Woo Latinos With Fox Deportes Agreement

Nascar dads and Hispanics could be seen as being on opposite sides of the political fence, but that has not stopped Nascar from reaching an agreement with Fox Deportes, the Spanish-language cable sports channel, to broadcast 15 races starting in February.

The agreement includes the broadcast of six live races, including the Daytona 500, which will be broadcast in Spanish for the first time. Among other events are races at the Bristol Motor SpeedwayCharlotte Motor Speedway and Talladega Superspeedway.

Latinos make up just 10 percent of Nascar viewers. Nascar recently released research showing that it needed to reach a younger and more diverse audience to help offset falling attendance and television ratings. It recently hired Ogilvy & Mather to help create a marketing plan to attract Latinos to the sport, and it has put a number of people on its communications and marketing teams to focus on young viewers and Hispanic outreach.

“It’s important for us across the board to have a diverse fan base,” said Steve Herbst, vice president for broadcasting and production at Nascar. “We want our fan base to look and feel like America. We want it to be similar to what makes up the entire population.”

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