NASCAR heavily marketing Montoya

NASCAR heavily marketing Montoya

BY SARAH ROTHSCHILD

NASCAR racing -- iconic sport of the American South -- marketing itself in Spanish? You can thank rookie star Juan Pablo Montoya, the first Hispanic driver to win a race in NASCAR's top series, the Nextel Cup.
The Colombia native and now-Miami resident, one of 43 drivers competing in Sunday's sold-out Ford 400 NASCAR finale at Homestead-Miami Speedway, has become an instant attraction, expanding NASCAR's fan base and international appeal.

Ford championship weekend cards bearing Montoya's picture urge fans to ''Celebra Con Montoya, El Campeón de Tu Casa'' (celebrate with Montoya, the champion of your house).

Montoya's team, Chip Ganassi Racing with Felix Sabates, is the only NASCAR outfit with race-report websites in both English (chipganassiracing.com) and Spanish (espanol.chipganassiracing.com).

''I think it shows it doesn't matter where you're from, you can do it,'' Montoya said in an interview.

''I think he is in the process of doing what Tiger Woods did for golf,'' said Jim Hunter, NASCAR vice president of corporate communications.

''People will watch because of Juan Pablo, just like today they watch because of Dale Earnhardt Jr., Jeff Gordon or Tony Stewart,'' said Hunter, NASCAR's resident historian. ``I see Montoya joining that group.''

In less than a year of racing, he has become an international star in a sport that has struggled to find popularity outside the United States. Forty percent of the traffic to his website is from overseas, including countries as farflung as England, Hungary, Russia, Singapore and Venezuela, said John Olguin, Ganassi vice president of communications.

''I don't pay too much attention to [my popularity],'' Montoya, 32, said Thursday. ``I was at the Wrigley's Convenience Store convention in Atlanta, and there were people from South Africa who said they were huge fans and apparently I have a huge following there. It's unreal.''

Montoya has come a long way from the kid who started Kart racing at age 6 in Colombia.

INDY 500 WIN

In 1999, Montoya headed to the United States and the CART series. In his rookie season at age 24, already speeding toward success and fame, he posted a record seven wins. He would go on to win the Indianapolis 500 in 2000 and later win seven Formula One races. His star has brightened on the NASCAR circuit.

His fame was on display Thursday night as Montoya, wife Connie and five Colombian nonprofits hosted a gala dinner at Karu & Y in Miami for their charity, Formula Smiles, to raise money for needy Colombian communities.

''It's been amazing to get such a great response from the NASCAR and the Latin community,'' Montoya said as the red carpet portion of the event wound down. ``This is an amazing turnout.''

Among the 600-plus attendees were Colombian superstar singer Juanes and his wife, actress Karen Martinez, Miami-Dade Mayor Carlos Alvarez, NASCAR chairman and CEO Brian France and reigning Cup champion Jimmie Johnson. A guitar owned and signed by Juanes, who performed after dinner, raised $4,002 in a silent auction; Montoya's autographed race helmet raised $5,000.

`DRIVE FOR DIVERSITY'

Because he hit the NASCAR circuit already established as a world-class driver, Montoya has become a poster child for NASCAR's effort to bring new kinds of faces to the sport. The ''Drive for Diversity'' program cultivates minority and female drivers and crew chiefs in its lower level series in hopes they will ascend to the upper ranks.

''He's legitimized the diversity message for the sport . . . because he's a legitimate star,'' Ganassi president Steve Lauletta said.

Though he is 21st in the NASCAR standings with mixed results in his first year racing stock cars, he has been a resounding success as one of the faces of racing -- he was a featured driver on ABC's NASCAR in Primetime miniseries and has fronted national advertising campaigns for Sprint Nextel and Wrigley's and a U.S. Department of Transportation public service announcement.

Ann Barker, manager of motorsports and licensing for Montoya's primary sponsor, Texaco/Havoline, said Montoya has helped NASCAR better reach Hispanic fans -- ``but it's much bigger than that.''

He has boosted merchandise sales by 200 percent for his team's No. 42 Dodge, compared to a year ago with driver Casey Mears in the seat. Montoya also has helped lure a new audience at racetracks and on TV. Lauletta said negotiations are ongoing to bring international sponsors aboard. He said the organization has talked to companies in Spain, Germany, Dubai and England about sponsorship and personal service agreements.

Lauletta also said an untapped area for growth is having his merchandise available abroad, something he noted should have happened this year.

''We can go after companies that other teams can't because we have a global personality in Juan,'' Lauletta said. ``Now our challenge is how do we put plans together to take this year one and really leverage it here with the NASCAR series in the U.S. and globally.''

Miami commercial real estate broker Frank Trelles said he has tuned into NASCAR races for the first time this season just to watch Montoya.

''I feel like a lot of people never would have given NASCAR a chance if it wasn't for someone like him, someone we can relate to,'' said Trelles, a Cuban American.

As he has broadened NASCAR's international image, Montoya has been a polarizing figure among traditional fans, though Hunter says he is seeing some ''good ole boy'' racing devotees embrace Montoya. He drives aggressively. His burgeoning base of fans wave Colombian flags and chant his name. He is routinely booed during pre-race driver introductions, and some fans cheer when he encounters trouble during the race.

''Some people like you, and some people hate you,'' said Montoya, who does not view himself as an ``ambassador.''

Speedway President Curtis Gray said the track receives constant inquiries from fans about Montoya. He said he expects Montoya's performance to improve and a surge in interest to follow.

Hunter, a 40-year veteran of racing, agreed.

''I truly believe he's going to be a super, super star in this sport, and to do that you have to win,'' he said, ``and I think he's going to win.''

Miami Herald staff writer Fred Gonzalez contributed to this report.

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© 2007 Miami Herald Media Company. All Rights Reserved.
http://www.miamiherald.com

By Simon on Nov 16, 2007, 21:34 in Friendly Talkzone.

lampltr says on Nov 17, 2007, 07:47:

Even though Juan P. is hated by many, I love this guy and have personally met him here in Europe as I am a team member of McLaren, even having Juan & Kimi R. autographing my racing helmet while at Nurenburgring, DE. Many Europeans laugh as they have no clue to the outcome of Montoya as most believe he was fired by Mercedes being ignorant to who actually owned Mercedes and that Chip Ganassi Racing has been after Juan to return to the team after he left for Europe the first time, negotiating with Daimler Chrysler & McLaren for a possible release.

I will add to this statement by the Miami Herald; Juan P. has basically won the Championship for 2007 Rookie of the year!! Nothing official as yet, but David Ragan trails with 20 points.
http://news.aol.com/story/_a/nascar-nextel-cup-rookie-standings/n20071...
SS0001
Thanks for the posting Simon, this was good!!

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b bruce says on Nov 18, 2007, 00:07:

I told my friends in the U.S. a few years ago. If the cab drivers in Barranquilla ever make it to the U.S., they will take over NASCAR! I have not really followed the sport, but I will now just to support Montoya. There are some realy freaked out people who follow the sport. I also follow the Colombian cyclists who are making an impact in the big races like the tour de France. Viva Colombia!

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lampltr says on Nov 18, 2007, 05:41:

b bruce...you are correct, forgot all about that one...I was at work here in Italia where like most of Western Europe is big into cycling, all normal work stops to watch television or attend a local following for the Italian cyclists riding through our area, even the military to a certain point haha. The Italians were grinning at me as I was all excited for that Colombian cyclier who crossed the line first in one of those long races, I believe it was France. I believe also there are a few football players here in Europe under contract.

Juan Pablo is a pretty friendly guy if you met him in person, but on the track...There is a hand full of drivers that do not like him or his driving style. A couple I believe flew off the cuff at him due to his nationality during a California race, where he was pinned in the rear corner sending him ramming into the lead car knocking this driver out (Again was not his fault). J.P. tried to defuse the situation until the driver grasped his helmet and yanked it, then all hell broke loose when track officials arrived from out of no where haha.
The 2nd to the last race, 3 cars abreast including one of the top points leaders, J.P. was in the middle, but this track was not meant to have 3 cars side by side, but all faired well and many positive comments were made (by Nascar commentaries), being you had the top points leader trying to get up to the front again, J.P with his contention for his championship both pushing but at the same time both taking much consideration for each other. Love him or hate him, he still represents Colombia on & off the track even with major charity's as mentioned above.

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lampltr says on Nov 20, 2007, 13:06:

19 November Article about his new NASCAR championship for 2007

http://www.troyleedesigns.com/company/news/article.php?news_id=536

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