FOX Deportes, NASCAR team to bring racing to Hispanic audiences

Gabriel Miramar-Garcia | 20-08-2012

The art of stock-car racing is beginning to take off for Hispanic audiences, and to help that continue NASCAR and FOX Deportes are teaming up to provide an expansive Spanish-language broadcast coverage of 15 Sprint Cup Series races. The arrangement will also include original programming, daily news segments and weekly updates on the sport starting in 2013.

FOX Deportes, the No. 1 U.S. Latino Sports network, will carry live six Cup races, including, for the first time, a Spanish-language broadcast of the Daytona 500 on 24 February, 2013.
The network also will produce and air a series of original NASCAR programmes focused on engaging the Latino fan base, including four 30-minute episodes to highlight the history and personalities that make NASCAR one of the most popular sports in the world. This series will be complemented by daily news segments in the No. 1-rated U.S. Latino sports news franchise, Central FOX.
"It's a historic milestone in the evolution of FOX Deportes, and we're excited to be working with NASCAR to add the most popular motorsport in America to our overall programming mix for the first time," said Vincent Cordero, executive vice president and general manager of FOX Deportes. "There's no sport more deeply rooted in the fabric of America than NASCAR, and having it on our own network represents our continued commitment to expand and diversify our content portfolio by adding the biggest sporting events in the world that impassion today's U.S. Latino."
FOX Deportes coverage of Cup racing gets underway 16 February 2013, with coverage of the Daytona Shootout. In addition to it and the Daytona 500, the network will broadcast live four additional races from the Auto Club Speedway, Bristol, Charlotte and Talladega.
"The thirst for NASCAR programming, and in particular race broadcasts, is very strong, and we're constantly looking for ways to expose the sport to new fans in new places," said Steve Herbst, NASCAR vice president of broadcasting and production. "To be able to put a deal like this together with FOX Deportes, a leader in U.S. Latino sports media, is something we believe will help satisfy the strong demand for NASCAR racing in the Hispanic community while also exposing the sport to new audiences."