NASCAR in Mexico: the US expansion of motorsport into Hispanic culture.

NASCAR has instituted an aggressive growth campaign. A compelling challenge is to retain its core fan base -- south-eastern US consumers -- while also attracting a new upscale demographic and an international following. One targeted initiative was a three-year commitment to feature the NASCAR Busch Series at the Autodromo Hermanos Rodriguez, near Mexico City. This paper explores the assimilation of the NASCAR core product into a Hispanic subculture, observes the media's depiction of the expansion, and discusses the US fan reaction to racing in Mexico. [ABSTRACT FROM AUTHOR]