NASCAR’s Expanded Spanish Language Broadcasts Look To Drive New Viewers

What: Fox Sports Latin America will air Spanish and Portuguese language coverage of races at the Texas Motor Speedway in Fort Worth this weekend.
Why it matters: These broadcasts are part of NASCAR's goal of engaging the growing number of Spanish speaking fans in the U.S. and abroad.

Next week NASCAR (@NASCARwill make broadcasting history.

For the first time in the 22-year racing history of Texas Motor Speedway (@TXMotorSpeedway), FOX Sports Latin America will broadcast both the O’Reilly Auto Parts 500 Monster Energy NASCAR Cup Series race and the My Bariatric Solutions 300 Xfinity Series race from on site to Central and Latin America.

The races will air in Spanish to over 40 countries and territories on FOX Sports 3 in all Central and Latin American countries with the exception of Brazil. Both events will also appear on FOX Sports 2 in Brazil in Portuguese with FOX Deportes carrying the NASCAR Cup Series race in the United States.

The Spanish language broadcasts are a key part of the circuit’s quest to continue to engage not just their core, or even a growing number of Spanish speaking race fans in the United States, but to amplify its message to a larger audience where expansion, and brand activation, may increase. By not using a cookie cutter approach to the strategy, NASCAR will seek to capture casual fans for tune in, giving them details for a first-time viewer that the core follower may not need, but are essential in a marketing brand build.

With an expanded global first outlook, the wheels are rolling for a new look and a larger fan base to be tapped.

“NASCAR is always looking for ways to engage new fans, so providing content for a continuously growing Spanish-speaking audience is certainly a priority as we look to introduce more new viewers to the sport, “ said NASCAR’s Brian Herbst, Managing Director, Broadcasting. “The FOX Latin America broadcast will utilize local announcers to give the race broadcast a more personalized feel for audiences across each country. They’ll also take a more educational approach to covering the event, telling the NASCAR story in a way that’s relatable for fans who may be engaging with the sport for the very first time.”

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Daniel Suarez (Wikimedia Commons: 19raLPH)

Overall, NASCAR is televised in more than 185 countries and territories in 20 languages. The areas with live broadcasts include Canada, Latin America, Europe, Asia/Pacific Rim, Middle East, Africa and Indian Subcontinent.

From a team driver perspective, the growth can also be a boon for fan development, and a much-needed enhancement for brands who want to think much more globally and regionally than has happened with NASCAR in the past. “Joe Gibbs Racing (@JoeGibbsRacinghas certainly been on the forefront, along with several others, largely because of Daniel Suarez’s story and the new dynamic he’s brought to the Monster Energy NASCAR Cup Series,” Herbst added.

The integration of partners will be rolled out in the coming weeks, and the ROI for an expanded Spanish-speaking window will take some time, but with an expanded global first outlook, the wheels are rolling for a new look and a larger fan base to be tapped.

Check out the stars of Portada's Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

Cover Image: Texas Motor Speedway

Joe Favorito @joefav

Joe Favorito has over 32 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. The Brooklyn, New York native has managed the day-to- day activities in strategic communications for: Two of the world’s hallmark sports and entertainment brands (the New York Knickerbockers and Philadelphia 76ers), the world’s largest professional sport for women (the WTA Tour), the world’s largest sports National Governing Body (the United States Tennis Association) and the world’s largest annual sporting event (the US Open). He also oversaw the strategic planning, investor relations, communications and digital business development of the International Fight League during its two year run as a Mixed Martial Arts venture and a publicly traded company. Favorito serves on the boards of the Weinstein Carnegie Group, New York Sports Venture Capital, the National Sports Marketing Network, the Drexel University Sports Business program, and Columbia University’s Sports Management program (where he is an instructor in Strategic Communications and Director of Industry Relations). Joe also maintains a well trafficked blog on the sports marketing and publicity field, “Sports Marketing and PR Roundup,” on the website joefavorito.com, as well authoring the first- ever text on the sports publicity industry (“Sports Publicity” published in August 2007 by Reed Elsevier and updated in 2012 by Taylor Publishing with a third printing coming in 2018), which is used in over 60 sports management programs in the U.S. He has been a guest speaker on sports marketing, social media and communications at a host of institutions, including Princeton University, the Wharton School at the University of Pennsylvania, Georgetown University, the University of Florida Law School, New York University, the Stanford University Graduate School of Business and many others. He is also a frequent spokesperson on the industry for publications ranging from Ad Age and The New York Times to NPR and CBS News. A graduate of Fordham University, Joe, his wife and two children reside in River Vale, New Jersey.

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