Mexico Busch race first step to gaining new fan

MEXICO CITY -- At first glance, Sunday's Telcel-Motorola 200 may look like one big South of the Border vacation for the Busch Series. But for NASCAR, the annual trip to Mexico City is all business.

In order to increase interest and awareness of stock-car racing in the Hispanic market, NASCAR has embarked on a multi-pronged, long-term strategy that the sanctioning body hopes will pay off down the road.

One: Identify the target audience and provide a compelling storyline.

With no fewer than 10 Hispanic drivers in Sunday's field -- the largest international field in NASCAR history -- the initial groundwork is set. The media center at Autodromo Hermanos Rodriguez has been packed with Spanish-language reporters and broadcasters eager to pass along the thoughts of stars like Juan Montoya, Adrian Fernandez and Carlos Contreras.

Traditionally, that's how you reach the Hispanic market. However, this is where ESPN comes into the picture, so to speak.

On Sunday, in addition to its regular coverage on ESPN 2, ESPN will simulcast the Spanish-language broadcast of ESPN Deportes -- which will include in-car audio with Montoya -- to a potential audience of 90 million homes.

"This is the kind of promotion we've always wanted for the Busch Series and ESPN is really dedicated to the series," said Ramsey Poston, managing director for NASCAR's corporate communications.

The media blitz doesn't stop there. In addition to in-race reports on ESPN Deportes Radio, the ESPNdeportes.com Web site will host live chats, in-race updates and driver information.

Two: Build on your momentum.

That's why the NASCAR Mexico Corona Series is the next step. With nearly 30 Mexican drivers entered in Sunday's season-opener, NASCAR is hoping to cultivate home-grown talent with which the Hispanic audience can identify.

It may already be working, as three drivers from last season, including series rookie of the year Ruben Pardo, have advanced to NASCAR's Grand National division, one step below the three national touring series.

In fact, Pardo was fastest in final practice, edging Carlos Pardo by less than a tenth of a second over the 2.47-mile road course. In all, seven drivers were within a second of the leader.

"The NASCAR Mexico Series ... is changing the motorsports landscape in Mexico from open wheel to stock car," Poston said.