NASCAR Goes Shopping in Big Markets
Having revved up interest in stock-car racing with last year's overhaul of the points system, NASCAR Chairman Brian France has his sights set on cultivating millions more fans at home and abroad. And he's looking to New York, the country's biggest media market -- as well as Canada and Mexico -- to provide the prospective converts who he envisions tuning in to NASCAR races on Sundays, scooping up souvenir merchandise and, in time, cheering for Hispanic drivers as they duel alongside superstars Jeff Gordon and Dale Earnhardt Jr.
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