NASCAR Team and Agency Target Hispanic Market for Mexico City Event

As NASCAR embarks on its first sanctioned event outside the United States, one team is pursuing companies focused on the U.S. Hispanic market. Joe Nemechek’s Nemco Motorsports has enlisted road-racing specialist Chris Cook to pilot their Chevrolet Monte Carlo at the Autodromo Hermanos Rodriguez in Mexico City on March 6, 2005.

As the team prepares for the event, its consulting agency LOGIC Marketing + Consulting developed a platform for companies to utilize Hispanic, multi-cultural and international initiatives through NASCAR team sponsorship.

“The U.S. Hispanic NASCAR fan base is approximately 7 million and growing” explained Ryan Kurek, President of LOGIC. “We understand the branding and loyalty power of NASCAR and believe this event can serve as a conduit for companies to invest not only in current Hispanic NASCAR fans, but in future fans as well.”

The value within the U.S. Hispanic market isn’t the only factor that is driving the program. “On an international level we believe the exposure in Mexico, the Caribbean, and Central and South America will be extremely viable,” stated Kurek. “International projections have not yet been forecasted but we’re confident that ratings will be strong, possibly the strongest international media ratings of any NASCAR

As NASCAR embarks on its first sanctioned event outside the United States, one team is pursuing companies focused on the U.S. Hispanic market. Joe Nemechek’s Nemco Motorsports has enlisted road-racing specialist Chris Cook to pilot their Chevrolet Monte Carlo at the Autodromo Hermanos Rodriguez in Mexico City on March 6, 2005.

As the team prepares for the event, its consulting agency LOGIC Marketing + Consulting developed a platform for companies to utilize Hispanic, multi-cultural and international initiatives through NASCAR team sponsorship.

“The U.S. Hispanic NASCAR fan base is approximately 7 million and growing” explained Ryan Kurek, President of LOGIC. “We understand the branding and loyalty power of NASCAR and believe this event can serve as a conduit for companies to invest not only in current Hispanic NASCAR fans, but in future fans as well.”

The value within the U.S. Hispanic market isn’t the only factor that is driving the program. “On an international level we believe the exposure in Mexico, the Caribbean, and Central and South America will be extremely viable,” stated Kurek. “International projections have not yet been forecasted but we’re confident that ratings will be strong, possibly the strongest international media ratings of any NASCAR event.”

To take advantage of the event in Mexico City, Kurek’s team created a unique sponsorship model for prospective companies. “In addition to customary marketing programs we developed a non-traditional media platform to enhance the sponsorship. We have the means to create team sponsor segments that will then be distributed to Hispanic television networks. This platform allows a sponsor extended branding exposure while broadening audience knowledge of their involvement. It’s a fun, fresh and informative concept that reaches all Hispanic viewers, not just NASCAR fans.”

With the race six weeks away, Kurek is not concerned about timing. “It’s later than we would like to start (on the sponsorship) but it is a culturally targeted inaugural event with historic impact and we can sustain its branding value beyond the race. It is well worth it for a company to prioritize this opportunity. In addition to the Mexico City event, we have three other races throughout the year with significant Hispanic populations to build on so we’re confident that we can maximize a sponsor’s return on their investment.”

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