Ready to Reach Hispanic America?

Hispanics Feel the Need for Speed with Formula 1

01/23/14 . Carlos Deschapelles

Sebastian Vettel of Germany and Infiniti Red Bull Racing performs donuts in his car after winning the Brazilian Formula One Grand Prix at Autodromo Jose Carlos Pace on November 24, 2013 in Sao Paulo, Brazil. (Photo by Clive Mason/Getty Images)

 

We all know that soccer is the number one sport for Hispanics, but there’s another sport that’s taking the wheel: Formula 1 racing.

Fast cars, exotic locations and sophistication— Formula 1 is considered the world’s most popular, most glamorous and fastest auto racing series, and has remained the pinnacle of the international motorsports world since it began in 1950. Because of this, the New York Times calls it “one of the premium playgrounds for sports sponsorship.”

So for those that are new to the sport, how does Formula 1 work? A Formula 1 season runs from March until November and consists of a series of races, or Grand Prix, held across the globe. In 2014, the Formula 1 season will bring fans 20 Grand Prix races with the best drivers in the world all racing to be champion. A driver earns points based on how he places in each race. The driver with the most points at the end of the season is crowned Drivers’ champion.

Last season connected more than ever with Hispanics as six out of the 22 drivers were from Latin America, including Sergio “Checo” Pérez (Mexico), Esteban Gutiérrez (Mexico), Luiz Razia (Brazil), Felipe Massa (Brazil), Fernando Alonso (Spain) and Pastor Maldonado (Venezuela).  In fact, this was the first time ever that two Mexicans competed against each other in the Championship race; German driver Sebastian Vettel took home the Drivers’ Championship trophy.

2013 was Formula 1’s first season on Univision Deportes and the ratings speak for themselves: UniMás coverage was watched live by 98% of adults 18-49 (compared to 40% for NBC Sports Network) and delivered 72% more adult 18-49 viewers than the Formula 1 races on NBC Sports Network.

We’re looking forward to more speed, risks and thrills in the 2014 season, and with Checo Pérez, Esteban Gutiérrez and others back on the track, we’re rooting for one of them to bring a World Championship home to their Latino fans.

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