NASCAR goes after Latino fans with novela

Ela Rivella is a sexy, headstrong race car driver torn between two racing brothers in a glamorous, high-stakes world of cutthroat competition and danger. Ela loved Jordi Fernandez until jealousy drove them apart, and now she’s irresistibly drawn to Checo, whose clandestine romance with Ela could drive Jordi to violence.

Sound like a soap opera? Maybe some particularly ambitious Formula One fan fiction?

It’s an actual novela – the wildly popular short-run series that flood the Latino television market in North America and beyond – co-produced by Univision and NASCAR to put the down-home American sport of stock car racing in front of millions of Spanish-speaking viewers who might have never watched a NASCAR race.

Read more at Huffington Post LatinoVoices: http://www.huffingtonpost.com/2013/03/29/nascar-hopes-to-win-latin_n_2978869.html