New Study Finds 38% of Hispanics are NASCAR Fans, but Engagement is...

New Study Finds 38% of Hispanics are NASCAR Fans, but Engagement is the Opportunity

Breakthrough report from Knowledge Networks, rEvolution shows "socializing" NASCAR among Hispanics is crucial to driving engagement


MENLO PARK, Calif., Feb. 19 /PRNewswire-HISPANIC PR WIRE/ — Hispanics are America’s fastest growing demographic – and, according to a just-released report from rEvolution and Knowledge Networks, 38% of U.S. Latinos say they are at least “Casual” Fans of NASCAR. But Hispanics have not learned to love the sport at the same pace as the general population, with just 7% saying they are “Avid” Fans (“very interested”). This first authoritative, in-depth study of Hispanic NASCAR Fans provides insights into the cultural values and preferences of U.S. Latinos related to the sport – and how these point to key actions for expanding Latino involvement with NASCAR.

Hispanic NASCAR Fans: Breaking Through to Deeper Engagement is based on the most in-depth study to date of U.S. Hispanic NASCAR fans and non-fans from different acculturation levels. The study was coproduced by leading independent sports marketing agency rEvolution and Top 25 market research firm Knowledge Networks. Research was conducted on KnowledgePanel Latino(SM), the only online research panel to represent a statistically balanced view of the U.S. Hispanic population, including those who do not have Internet access, and both predominantly Spanish-speaking and English -speaking homes.

“This was an extremely valuable and informative quantitative study for us,” said Brian Moyer, NASCAR’s Managing Director of Market and Media Research. “There were a number of critical learnings that will inform our multi-cultural strategy and stakeholders going forward.”

By looking closely at the NASCAR likes and dislikes of U.S. Hispanics, the report provides key guidance for NASCAR itself and its sponsors. And those fans are well worth targeting; rEvolution/Knowledge Networks research on other sports shows that Hispanic fans have a higher-than-average emotional attachment to sponsors and a greater-than-average desire to reward them with their business.

Findings from the new report lead to the following important conclusions

* Know your Casual Fans: Two-thirds (67%) of Hispanic NASCAR fans are only “a little bit” interested in the sport; and the demographics of Casual Fans are much different from Avid Fans – so growing the fan base by catering to existing Hispanic devotees will not work.

* Socialize it: Hispanic fans relate to NASCAR in a more isolated way – by themselves, through TV at home or video games, for example – and don’t feel the sense of community that has helped make NASCAR a draw for Caucasian fans. The more you can do to socialize the NASCAR experience for Hispanics, the better.

* Focus on speed: The speed of stock cars racing around the track is one of NASCAR’s main draws for Hispanic fans; 59% say they were first attracted to the sport by the speed of the cars. So promotions and advertising campaigns that emphasize the speed of the cars may have an advantage with this group.

* A good driver is a winning driver: Since they’re so much less engaged with the sport, most Hispanic fans don’t even have a favorite driver – a major difference from NASCAR fans in general. Those few Hispanics who do have a favorite driver gravitate to winners; whether the driver is Hispanic is, for the most part, a secondary concern.

“This report helps shatter some misconceptions about Hispanic Fans and allows agencies like rEvolution to create solid marketing programs to energize NASCAR’s Latino fan-base,” said rEvolution’s President, John Rowady.

Hispanic NASCAR Fans: Breaking Through to Deeper Engagement is based on findings from a nationally representative sample of 661 Hispanic NASCAR Fans and 680 Hispanic Non-Fans and was conducted in November, 2008.

Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel(R) – the only available probability selected, nationally representative Internet panel. For more information, go to

rEvolution is an independent and fully-integrated sports marketing and media services agency. Chicago-based with an international vision and reputation, rEvolution joins forces with its clients in creating and implementing innovative business-building marketing programs through sport. rEvolution’s integrated services environment includes: sponsorship, media buying and planning, promotion, event management, hospitality, mobile marketing, software solutions, research and measurement. rEvolution’s team of industry experts specialize in action/youth sports, collegiate sports, international sports, lifestyle sports, motorsports, and professional sports. In 2007 and 2008, rEvolution was selected as a top agency on Event Marketer magazine’s “RFP Hit List,” as well as one of PROMO magazine’s “PROMO 100” agencies. More information about rEvolution and the unique experiences created and executed for corporations is available at

For more information, please contact Patricia Graham (Executive Vice President and CMO, Knowledge Networks) at or (312) 416-3660 or Darren Marshall (SVP, Research, rEvolution) at or (203) 894 8991.

SOURCE Knowledge Networks

New Study Finds 38% of Hispanics are NASCAR Fans, but Engagement is the Opportunity