IndyCar not connecting with minorities

Many call open wheel racing the wine and cheese crowd. Perhaps they are right. Higher levels of interest in the Izod IndyCar Series tend to be among older, wealthier Caucasians, according to data from Scarborough Sports Marketing. Among respondents surveyed from August '08 through September '09, 38% of those who said they were either very, somewhat or a little bit interested in IndyCar were between the ages of 45-64, while 21.1% of those respondents said their households made more than $100,00 annually according to data from Scarborough Sports Marketing and Sports Business Daily.