Hispanic NASCAR Fans Are Focus of New Report from Knowledge Networks, rEvolution - NASCAR, Inc. is a charter subscriber to all-new syndicated study; report identifies current behaviors and opportunities for future engagement.

Posted on: October 7th, 2008
Filed Under: [ Business ] [ Marketing ] [ Press Releases ] [ Blogante Business ] [ Blogante Business Essentials ]
Tags: NASCAR
Knowledge is Power!

NASCAR is one of the top five sports in the U.S., and Hispanics are America’s fastest growing demographic — yet NASCAR has historically underperformed among the Latino population. To show how this relationship can be nurtured by the NASCAR industry — including teams, tracks, marketers, and media companies — Top-25 research firm Knowledge Networks and leading independent sports marketing agency rEvolution will soon release the first nationally representative, in-depth, syndicated study of Latinos’ feelings about NASCAR.
NASCAR itself is one of the charter subscribers to this unprecedented study, which addresses key questions such as:
– What draws in Hispanic fans? What are the barriers to fandom among Hispanics? What are the sport’s main competitors within this population?
– How do Hispanic NASCAR fans compare to other NASCAR fans in how they engage with the sport?
– Which sponsors have generated the most awareness among Hispanic NASCAR fans? How does this compare to other NASCAR fans?
– NASCAR is known for having the most “sponsor-friendly” fans — does this carry through to Hispanic NASCAR fans?
The research portion of the new NASCAR study is being conducted in both Spanish and English on KnowledgePanel(R) — the only online panel representative of all facets of the U.S. population — and KnowledgePanelLatino(SM), which applies KN’s uniquely representative methodology to the U.S. Latino population. Both KN’s and rEvolution’s leadership expect to provide their NASCAR clients with unprecedented data on Latino fans as a means to refining current sponsorship strategies, as well as having better information prior to activating new sponsorships in racing.
“This report will reveal many opportunities for overcoming barriers to growing the Hispanic fan-base and increasing the passion for NASCAR among Latinos who are already fans,” said John Rowady, President of rEvolution. “The rEvolution/KN alliance provides an excellent combination of research precision and consultative understanding of the sport and its sponsorships.”
“We are pleased to be teaming with rEvolution in offering insights and analyses that are unique to our companies — a truly representative look at U.S. Hispanic NASCAR fans, plus unmatched consultative perspective on making the most of a NASCAR sponsorship,” said Patricia Graham, Executive Vice President and Chief Marketing Officer at Knowledge Networks. “Finding the best ways to engage Latino consumers is a top priority for every kind of consumer marketer, and NASCAR has the potential to become a key platform for reaching this important target.”
Last June, rEvolution and Knowledge Networks announced a strategic alliance to deliver the next generation of sponsorship research and consulting services by arming clients with crucial data and strategic insights in order to maximize the ROI of their sponsorship investments.
To find out more about becoming a subscriber to the Hispanic NASCAR report,
contact Patricia Graham (EVP and CMO, Knowledge Networks) at
pgraham@knowledgenetworks.com or (312) 416-3660, or Darren Marshall (Senior
Vice President, Research, rEvolution) at dmarshall@revolutionworld.com or
(203) 894-8991. “