Expectations High For NASCAR On NBC Female Audience Strong For World Cup ESPN Denies Wanting To Dial Down Olbermann IndyCar Gets Best Cable Audience In Years Xfinity Series Audience Lower On Fox Sports U.S.-Germany Sets Fox Soccer Record Media Notes Discovery Looking To Sublicense Olympic Rights Sources: FS1 Cutting Back News Operation ESPN Changes Format For MLB ASG Reveal
SBD/Issue 150/Sports Media
BET Next Year To Air New NASCAR Reality Show "Changing Lanes"
Published April 23, 2009
|Siegel (r) Wants To See More Opportunities
Created In NASCAR For Minorities
BREAKING BARRIERS: In a cover story for HISPANIC magazine, Marissa Rodriguez profiles NASCAR driver Juan Pablo Montoya and writes Montoya is "one of the few Latinos behind the wheel at NASCAR races, but his successes paired with the organization's push for attention among Latinos have caused interest in the sport to grow." A study reveals that 38% of Latinos "call themselves NASCAR fans, at least casually." In '05, NASCAR released data stating that 8.9% of their fan base was Latino, a "small growth from 2001's rate of 8.1[%]." Although Montoya "admits to thinking about the fact that there aren't many Hispanics within the NASCAR family, Montoya says that leaving his imprint as a Latino in NASCAR is not his driving force." Montoya: "I am one of the first Latinos to be able to make it to the top leagues. (But) I don't do it for the legacy, I do it because I love it. It's more of a personal thing" (HISPANIC, 4/ '09 issue).