NASCAR Highlights Series of Multicultural Events in Anticipation of Labor Day Race Weekend at California Speedway.

DAYTONA BEACH, Fla. -- The National Association for Stock Car Auto Racing (NASCAR) today announced a series of multicultural events in conjunction with the Labor Day race weekend at California Speedway. A six-week long grassroots marketing effort between NASCAR and Los Angeles-based Hispanic advertising and promotions agency EMG (Ethnic Marketing Group, Inc.) will culminate with a VIP experience at the NASCAR Busch Series Ameriquest 300 on Sept. 3 for 150 lucky fans. The events are aimed at raising awareness about NASCAR in Hispanic communities in an effort to help increase diversity throughout the sport.

After two weeks of media promotion, the events kicked off Aug. 6 at the NASCAR AutoZone Elite Division, Southwest Series Stock Building Supply 150 at Irwindale (Calif.) Speedway. NASCAR and promotional partners Sprint Nextel, Checkers/Rally's, Weber Grills and California Speedway held a tailgate party at the race drawing approximately 400 Hispanic attendees who enjoyed entertainment provided by KLAX 97.9 FM "La Raza." Popular Los Angeles radio personality El Cucuy de la Manana served as the onsite emcee and Grand Marshall of the evening's race. Hispanic attendance for the Irwindale night of racing increased from an average of 6% to over 20%.

"The event at Irwindale Speedway was the first event in our six-week outreach to further educate the Hispanic population in the Los Angeles market about NASCAR," said Roger VanDerSnick, NASCAR vice president of marketing. "The program is part of NASCAR's Hispanic consumer marketing plan to bring the sport to all communities. We are very pleased with the outcome of the first part of our outreach and look forward to similar results at California Speedway."

Media partnerships with KVEA Telemundo Channel 52, KLAX 97.9 FM La Raza, KSSE 107.1 FM Super Estrella and Hoy daily newspaper, have kept NASCAR in the limelight with the Los Angeles Hispanic community leading up to the Ameriquest 300 at California Speedway. Promotional giveaways for the upcoming Labor Day weekend event will give 150 fans a VIP package, including race tickets and a private tailgate fiesta. Fans will have the opportunity to meet Mexican NASCAR Busch Series drivers Adrian Fernandez, Michel Jourdain Jr. and Carlos Contreras, as well as Drive for Diversity drivers Jesus Hernandez and Tommy Lane.

NASCAR Director of Diversity Tish Sheets said, "These multicultural events are important to better educate new fans about NASCAR and help increase diversity throughout the industry. By bringing the NASCAR experience to the Hispanic community, we hope to raise awareness about our sport and its opportunities."