Thousands of Hispanic fans wearing bright yellow T-shirts and waving Colombian flags crowded Homestead Miami Speedway Nov. 22 to root for Juan Pablo Montoya in Nascar’s final race of the season.
The Colombian driver finished 38th after a wreck, but helped pull in the largest proportion of first-time fans ever recorded at the racetrack: 55% compared with the usual 20%, according to Curtis Gray, president of the speedway, which keeps a database of attendees.
“We’ve never seen anything like that before,” Mr. Gray said.
Major U.S. sports, from car racing to football, are stepping up their efforts to draw Hispanic fans, in the belief that the rapidly growing group will drive sports businesses — and fill enormous new stadiums — in the years to come. To read the full story click here.