IMSA Launches Television Broadcasts, Magazine-Style Program For Latin Markets | Performance Racing Industry
News
IMSA Launches Television Broadcasts, Magazine-Style Program For Latin Markets
August 29, 2016
FOX Latin America began airing many WeatherTech Championship races in Latin America this season, in addition to airing many Continental Tire Challenge races.
IMSA Launches Television Broadcasts, Magazine-Style Program For Latin Markets

The International Motor Sports Association (IMSA) announced that it is increasing its presence in Central America through biweekly airings of IMSA WeatherTech SportsCar Championship and Continental Tire SportsCar Challenge races, in addition to debuting a magazine-style news show for key U.S. Hispanic and Latin American markets.

FOX Latin America began airing many WeatherTech Championship races in Latin America live this season, in addition to airing many Continental Tire Challenge races. Now, IMSA has expanded these efforts to include terrestrial transmission of its races through “free-to-air” partners in Guatemala, Honduras, El Salvador and Nicaragua.

Biweekly coverage began this past weekend with a cut-down program of the 2016 season-opening Rolex 24 At Daytona, as well as the Continental Tire Challenge race. Sebring’s cut-down program is next, beginning on Saturday, September 3.

Also airing on a biweekly basis is a new magazine-style news and information show, “IMSA el Camino a la Velocidad,” (IMSA: The Road to Racing) for the U.S. Hispanic and Latin American markets. Produced by Behrens Rhineheart Agency Motorsports Marketing, the show is designed to build IMSA’s brand awareness in this demographic market while supporting Hispanic and Latino drivers and their sponsors.

“IMSA recognizes the importance of these key markets and is working aggressively with its International Development team to attract this audience to our sport,” said IMSA Director, International Development, Alana France. “Providing our races and related original content that appeals to this audience with turn-key ease has proven to be successful. As a result, we have secured both national and international sports news coverage in these media outlet markets through TV, radio, print and online.”

Broadcasters in Latin America will have the opportunity to transmit delayed race cut-downs of IMSA WeatherTech Championship and Continental Tire Challenge races with the intent, in the future, to broadcast Continental Challenge races live.