Bienvenidos a NASCAR: Hispanic Marketing Initiative Hits Miami

Credit: Todd Warshaw/Getty Images for NASCAR

DAYTONA BEACH, Fla. (Nov. 15, 2011) – In the city commonly known as the “Gateway to Latin America,” the “Bienvenidos a NASCAR” Hispanic Market Initiative, a program geared to attract Hispanics to the sport, will culminate its three-track 2011 run at Homestead-Miami Speedway this weekend – with plans to build on its success in 2012.

Homestead-Miami Speedway will offer Hispanic fans special ticket offers to its NASCAR races from November 18-20, ending with the crowning of the NASCAR Sprint Cup Series champion in Sunday’s Ford 400. Special ticket packages can be purchased via a dedicated Spanish language page and dedicated phone line, (866) 549-7223.

“I think it’s a great opportunity for our sport,” said Chase for the NASCAR Sprint Cup driver Brad Keselowski. “I think it’s an opportunity to continue to open more eyes and bring in more faces and bodies.”

In addition to the consistent “Bienvenidos a NASCAR” signage at track, this weekend will feature Bienvenidos a NASCAR decals displayed on all three NASCAR national series race cars and trucks, Spanish language brand ambassadors, virtual bilingual QR code garage tours and Spanish language live race broadcast though scanners. Other highlights include:

·         International duo Chino y Nacho will perform on race day Nov. 20th. The group’s most recent album “Supremo” debuted atop the Billboard Latin Albums Chart, and was the highest selling Spanish-language album at the iTunes Latino store during its release week. Immensely popular on social media, Chino y Nachos boasts more than 1.6 million “likes” on its Facebook fan page, and 550,000 followers on its Twitter account. The day’s pre-race concert will take place at noon ET on the Coca-Cola Stage at Homestead-Miami Speedway. After the concert, the group will be given a garage tour and later experience the race from the No. 42 pit box of Juan Pablo Montoya.

·         Brazil-native Nelson Piquet Jr., a NASCAR Camping World Truck Series Sunoco Rookie of the Year contender driving the No. 8 Chevrolet for Kevin Harvick Inc., will be running a “Bienvenidos a NASCAR” paint scheme on both his truck and NASCAR Nationwide Series No. 30 Chevrolet car in recognition of NASCAR’s efforts, and his own appreciation to Latin Market outreach.

·         Mexican German Quiroga making his second appearance in the NASCAR Camping World Truck Series, will race the No. 51 Kyle Busch Motorsports Toyota in Friday night’s Ford 200. The 31-year-old Mexico City native has 17 career wins in the NASCAR Mexico Series – second on the all-time win list – and recently clinched his third consecutive NASCAR Mexico Series championship.

Activated in partnership with Chicagoland Speedway, Phoenix International Raceway and Homestead-Miami Speedway, the “Bienvenidos a NASCAR” test program has reached Spanish language viewers in Chicago, Dallas-Fort Worth, Houston, Las Vegas, Denver, San Francisco, Sacramento, Phoenix and soon Miami via television and radio as well as various print and online outlets.