Hispanics are America's fastest-growing demographic, and officials from the National Association for Stock Car Auto Racing, better known as NASCAR, want to know why the fifth-largest sport in the United States has only marginal interest within the greater Hispanic community.
Historically, Hispanic sports fans have been drawn to the sports of soccer and boxing. NASCAR, already finding growing appeal among Hispanics, would like to be included in that category.
For the past 10 years, the attraction for NASCAR has increased within the Hispanic community more than any other major sport, with Hispanics now accounting for almost 10 percent of the NASCAR fan base.
These fans tend to be automobile enthusiasts that show a high level of support for NASCAR sponsors. In fact, sponsors for the first time are looking closely at NASCAR.
In an effort to provide NASCAR with unprecedented data on Hispanic fans and build its sponsor base, NASCAR has commissioned two research teams to survey Hispanics and discover the best ways to engage them as consumers. A top research group, Knowledge Networks, and an independent sport marketing agency, rEvolution, have combined forces to administer a study to determine how Hispanics relate to NASCAR racing. The survey will focus on competition, existing interest, demographics, barriers, and information about current Hispanic drivers.
Specifically, what NASCAR is hoping to learn from this survey is:
--How popular the sport is among Hispanics compared to the rest of the U.S. population as a whole?
--What other sports (besides soccer and boxing) are competing with NASCAR?
--How do Hispanic NASCAR fans compare demographically to other Hispanics and to NASCAR fans in how they engage in the sport?
--What are the barriers to expanding NASCAR's appeal among Hispanics?
--How important is it to have Hispanic drivers behind the wheel?
According to John Rowady, president of rEvolution, "this report will reveal opportunities for overcoming barriers to expanding the Hispanic fan-base and increasing the passion for NASCAR among Hispanics who are already fans." Patricia Graham, executive vice-president and chief marketing officer at Knowledge Networks, explains that the survey team is unique because it will provide "unmatched consultative perspective on NASCAR sponsorships."
The study, to be released before the end of the year, is expected to give marketers and academic researchers a powerful, cost-effective new capability for reaching Hispanics on their own terms, without preconceptions or sampling-related biases. "Finding the best ways to engage Hispanic consumers is a top priority for every consumer marketer," added Ms. Graham. "NASCAR has the potential to become a key platform for reaching the important Hispanic target."
