NASCAR.COM broadens reach to Spanish-speaking audience.

NASCAR.COM announced the launch of NASCAR.COM en Español, a tailored Spanish-language web site featuring all the latest news, highlights and action that fans have come to expect from the sport’s leading Web site. NASCAR.COM en Español will use the same format as NASCAR.COM with a home page, news page, video page and archive section to deliver up-to-the-minute news as well as articles and features about the all the action and excitement of NASCAR.

“The launch of NASCAR.COM en Español signifies the importance and relevance of diversity not only in racing, but in all online sports media,” said Lenny Daniels, Turner Sports senior vice president of production and new media. “We are excited to launch the new site to provide pertinent and entertaining NASCAR coverage and an interactive platform to Spanish-speaking race fans throughout the world. As partners of NASCAR, we will continue to support their mission to reach the ever-expanding NASCAR audience and engaging the international community by developing platforms such as NASCAR.COM en Español”

“There are already millions of passionate NASCAR fans who are Hispanic, and NASCAR.COM en Español is another important step in our efforts to be more welcoming and relevant to these fans,” said Dick Glover, Vice President of Broadcasting and New Media at NASCAR. “By providing Spanish-language content and coverage, and with the emergence of talented drivers of Latino descent, we believe NASCAR will continue to attract even more of these loyal fans.”

NASCAR has developed initiatives to increase exposure, interest, cultural relevance and media coverage among Spanish-speaking audiences in the US and abroad. Launched in 2004, NASCAR Mexico’s primary initiatives include the NASCAR Busch Series event in Mexico City and the NASCAR Mexico Series – Mexico’s only national stock car racing series – which develops teams, drivers, fans and sponsors.

Spanish-language audiences can watch NASCAR races on ESPN Deportes in the US and on Fox Sports and SPEED in Latin America. To complement NASCAR’s media coverage, NASCAR also creates targeted Spanish-language promotions and grass roots marketing events in more than 100 markets throughout the US. Additionally, the NASCAR industry’s Drive for Diversity program supports the development of drivers from varied backgrounds. Since the creation of Drive for Diversity in 2004, 17 drivers who are minorities or women have driven in NASCAR’s developmental series, winning 11 races.