Some say untapped markets still lie inside state borders
By Raygan Swan, NASCAR.COM
August 3, 2007
07:22 PM EDT
LONG POND, Pa. -- Mexico, Canada ... what's next? China? Maybe so.
Like it or not, NASCAR is racking up frequent-flyer miles racing in other countries and exposing the sport to new international markets, a trend officials hopes to further.
NASCAR spokesman Kerry Tharp said the opportunity to race in Mexico and Canada is a tremendous growth opportunity for the sport.
"We've found there are NASCAR fans all across the globe and we will continue to explore ways in which to expose these fans to NASCAR racing, all the while maintaining and respecting the roots and heritage of our sport," he said.
Whether that means a Cup event in a foreign country is yet to be determined. Some drivers already complain the schedule is too demanding.
Nevertheless, on Saturday, the Busch Series will make its racing debut in Montreal, creating an adventure for dozens of Cup drivers traveling between the Cup event in Pennsylvania and the Busch Series event in Canada.
The decision to cross the border is a part of NASCAR's effort to broaden the sport's appeal and audience, similar to what officials did when they began planning for a Busch Series race in Mexico in 2005.
Jet setting is a move some drivers embrace while others resist the change and say the fan base is better served keeping the sport inside the states.
Elliott Sadler is one of those drivers.
"I think this sport can survive within the U.S. borders," he said. "We have for a long time, we have a lot of great fans and I think there are still markets that we can explore and have just as good of results from."
Expanding into foreign territories is something Kyle Busch said may be difficult for the Cup Series.
"The Busch Series has been doing a pretty good job of it so far with the Mexico City race and now this weekend in Montreal, we'll see how that goes," he said. "As far as the Cup Series, I don't know if NASCAR is happy with the races we have here where they feel like we don't need to go outside or if there's already too many races here where we can't go outside. All in all I think you have to look at it from a competitive standpoint."
On the other hand, Carl Edwards said racing internationally is something he enjoys and the sport benefits from.
"When I first started racing, I never thought I'd get to go race at these places and see different countries and different cultures," he said of the Mexico City and Montreal events. "I think it just adds to it and makes it a lot of fun."
Defending Cup champion Jimmie Johnson agrees.
"I understand [Montreal] is great and I'm really excited to watch the race there," he said. "We have a lot of fans there. They all come down and watch our races and it's a huge, untapped market for us there."
His only concern: sponsorship
Johnson said American-based sponsors appealing to consumers in a French-speaking country could present potential barriers.
"If we can just get the sponsorship piece to make sense crossing the border," he said, "I think we'll see Nextel Cup making the move there."
By Raygan Swan, NASCAR.COM
August 3, 2007
07:22 PM EDT
LONG POND, Pa. -- Mexico, Canada ... what's next? China? Maybe so.
Like it or not, NASCAR is racking up frequent-flyer miles racing in other countries and exposing the sport to new international markets, a trend officials hopes to further.
NASCAR spokesman Kerry Tharp said the opportunity to race in Mexico and Canada is a tremendous growth opportunity for the sport.
"We've found there are NASCAR fans all across the globe and we will continue to explore ways in which to expose these fans to NASCAR racing, all the while maintaining and respecting the roots and heritage of our sport," he said.
Whether that means a Cup event in a foreign country is yet to be determined. Some drivers already complain the schedule is too demanding.
Nevertheless, on Saturday, the Busch Series will make its racing debut in Montreal, creating an adventure for dozens of Cup drivers traveling between the Cup event in Pennsylvania and the Busch Series event in Canada.
The decision to cross the border is a part of NASCAR's effort to broaden the sport's appeal and audience, similar to what officials did when they began planning for a Busch Series race in Mexico in 2005.
Jet setting is a move some drivers embrace while others resist the change and say the fan base is better served keeping the sport inside the states.
Elliott Sadler is one of those drivers.
"I think this sport can survive within the U.S. borders," he said. "We have for a long time, we have a lot of great fans and I think there are still markets that we can explore and have just as good of results from."
Expanding into foreign territories is something Kyle Busch said may be difficult for the Cup Series.
"The Busch Series has been doing a pretty good job of it so far with the Mexico City race and now this weekend in Montreal, we'll see how that goes," he said. "As far as the Cup Series, I don't know if NASCAR is happy with the races we have here where they feel like we don't need to go outside or if there's already too many races here where we can't go outside. All in all I think you have to look at it from a competitive standpoint."
On the other hand, Carl Edwards said racing internationally is something he enjoys and the sport benefits from.
"When I first started racing, I never thought I'd get to go race at these places and see different countries and different cultures," he said of the Mexico City and Montreal events. "I think it just adds to it and makes it a lot of fun."
Defending Cup champion Jimmie Johnson agrees.
"I understand [Montreal] is great and I'm really excited to watch the race there," he said. "We have a lot of fans there. They all come down and watch our races and it's a huge, untapped market for us there."
His only concern: sponsorship
Johnson said American-based sponsors appealing to consumers in a French-speaking country could present potential barriers.
"If we can just get the sponsorship piece to make sense crossing the border," he said, "I think we'll see Nextel Cup making the move there."
