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Nascar targets China and Europe
Nascar, the North American motor sports group, is seeking to expand in China and western Europe by marrying its licensing, sponsorship and media expertise with local partners.
"We're sizing it up," Brian France, Nascar's chairman and chief executive, said in an interview with the Financial Times. "We have a couple of people who are looking at that carefully."
The issue, Mr France said, was: "How do we bring the current participants – the track operators, the sponsors – along? How do you bring the people who are doing it here domestically and find a role that's beneficial to them abroad?"
Nascar, which is controlled by the France family, organises more than 1,300 races a year in the US and has recently expanded to Mexico and Canada.
As it has grown beyond its traditional base in rural, southern states, Nascar has become a sought-after partner for corporate sponsors, merchandisers and the media. Its TV audience is exceeded only by the National Football League and sponsors include 110 of the Fortune 500 companies. Nascar has also signed a diverse range of licensing deals.
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Nascar, the North American motor sports group, is seeking to expand in China and western Europe by marrying its licensing, sponsorship and media expertise with local partners.
"We're sizing it up," Brian France, Nascar's chairman and chief executive, said in an interview with the Financial Times. "We have a couple of people who are looking at that carefully."
The issue, Mr France said, was: "How do we bring the current participants – the track operators, the sponsors – along? How do you bring the people who are doing it here domestically and find a role that's beneficial to them abroad?"
Nascar, which is controlled by the France family, organises more than 1,300 races a year in the US and has recently expanded to Mexico and Canada.
As it has grown beyond its traditional base in rural, southern states, Nascar has become a sought-after partner for corporate sponsors, merchandisers and the media. Its TV audience is exceeded only by the National Football League and sponsors include 110 of the Fortune 500 companies. Nascar has also signed a diverse range of licensing deals.
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