Growing with speed

Champ Car World Series, an open-wheel auto racing organization, has emerged as an unlikely challenger to mainstream U.S. sports for the attention of the affluent Hispanic consumer.

A 2006 study conducted by Scarborough Research revealed that 14 percent of Champ Car's TV viewing audience is Hispanic. That ties the racing series for No. 2 with the NBA for the highest percentage of Hispanic viewers. And while the company uses different methods to reach Hispanic fans, Garrett Mudd, vice-president of marketing for Champ Car, notes that none of their broadcasts are aired in Spanish.

"Fourteen percent of our audience is Hispanic, and we're not broadcasting on ESPN Deportes or doing special Spanish-language broadcasts," he says. "We're building on our audience and we're doing it in English. I think that's indicative that Hispanic Champ Car fans consume English media."

Then known as Championship Auto Racing Teams (CART), the franchise made a push to broaden its Hispanic fan base in 2001 by showcasing its Latin drivers – Adrian Fernandez and Michel Jourdain Jr. – and staging races in key U.S. markets. It also expanded its race schedule to include events in Mexico, and incorporated sponsors with clout in the Hispanic marketplace.

"We have always had a significant Hispanic following, especially when we've had good Hispanic drivers as full-time competitors. That's why we've been popular," says Mr. Mudd. "There has always been a strong motor sports culture in Mexico and South America. When we started racing one event in Mexico, it drew 200,000 people. Now, it's one of our largest events on the regular schedule." More at HispanicBusiness.com