NASCAR Takes Stock Cars Up North For Canadian Debut

Friday, August 3rd 2007, 4:58 pm

By: News On 6

MONTREAL (AP) _ Lightning flashed and the fans in the aluminum grandstands never flinched. NASCAR was finally in front of them, and it would take more than a storm to drive them away.

Stock cars roared into Canada this weekend for NASCAR's first foray north of the border, and early indications are this inaugural debut will be an unqualified success.

Jeff Gordon, Dale Earnhardt Jr. and Tony Stewart aren't in the field for Saturday's Busch Series event. But NASCAR chairman Brian France doesn't believe his biggest stars are needed to sell stock cars in a nation where open-wheel racing dominates.

``I think Canadian fans are a pretty good judge of what is exciting racing and we think, when it's all said and done, we're going to be able to give them that,'' France said. ``When they watch a Formula One race, lead changes are either nonexistent or nonimportant. We have a whole different philosophy that we are going to present.''

This is NASCAR's second trip abroad with its second-tier Busch Series, which has raced in Mexico City since 2005 with impressive reviews. Fans there embraced the series, partly because of the contingent of Mexican drivers. In March, Juan Pablo Montoya became the race's first Latin American winner.

NASCAR is banking on a similar response in Montreal, where eight Canadians from five provinces are entered Saturday. Among them is Patrick Carpentier, an open-wheel star from Quebec.

``Once they give the start ... I think it's going to be 'Oh, my god,''' he said. ``They're not used to it, but I think they're going to like it. It's pretty popular, and you're going to see all these people come and take a look at it. They want to see what the big show is.''

Carpentier said the early crowds exceed what his former Champ Car Series drew to this venue, a claim backed by event organizer Stock Car Montreal. Ticket sales have not been released, but general manager Martin Spalding said hospitality suites are sold out and the last of the grandstand seats were snapped up Friday.

Only general admission lawn seats are still available. At $30 each, fans can bring a lawn chair, picnic basket and take a seat across from pit road that would give them access to the Busch race and a Canadian Tire Series support race.

``This can really be a marquee event for NASCAR,'' Spalding said. ``It's a terrific city, with two cultures, a wonderful nightlife. It's safe, we have great food. The city is absolutely buzzing about this.''

It doesn't appear NASCAR has done much to market the event, but famous Crescent St. has been closed during the evenings for a street festival with live music and stock cars on display.

But it all begs an answer as to what NASCAR is trying to accomplish in these brief stops on foreign soil. France is adamant that he has no plans to take his top-tier Nextel Cup Series out of the United States. His pressing desire is to expand into New York City and the Pacific Northwest.

And he doesn't envision turning the Busch Series into an international circuit, beyond Mexico and Montreal. Instead, this is about selling the NASCAR brand and tapping markets for long-term growth.

``In this day and age, no sports league can continue to grow without an incredible and increasingly international presence,'' said David Carter, executive director of USC's Sports Business Institute.

``Even though it's the Busch Series, its about starting moderately and taking incremental steps toward building the sport up internationally. The NBA has been in China. The NFL wants to be in China. If you aren't growing internationally, at some point you simply aren't growing. And NASCAR's potential for growth is simply dramatic.''

Unlike the other leagues, NASCAR isn't interested in trotting its stars around the world even though France and his top executives made a recent visit to China.

The expansion model is based on slowly promoting the brand and aligning itself with existing racing series, said Steve O'Donnell, vice president of NASCAR's racing operations.

NASCAR did it in Mexico City by sanctioning the DeSafio Corona Series and now sanctions Canada's national tour.

``Maybe a young driver comes this weekend and decides to pursue stock cars,'' O'Donnell said. ``If the Canadian Tire Series is a success, then maybe two, three, four years down the road, drivers who came through that tour will move into the Busch Series. Then maybe one day they are in the Cup Series.''

France eventually would like to take the model into China, and maybe Europe. The first step is making NASCAR relevant to foreign countries through television exposure and sponsor interest. Aligning itself with a grass-roots touring series is next. And it's all aimed toward finding an international superstar for NASCAR, as the NBA has done with Yao Ming and baseball with its infusion of Japanese players.

``To establish this event in Montreal is all about a return on investment,'' Spalding said. ``And for us, that's having the fans leave her on Saturday saying, 'Man, that was cool.' Lets prove there's a market for NASCAR in Canada and we'll go from there.''