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The Colombian born driver came to NASCAR with a globally recognized name. After spending seven years on the international Formula One circuit, Juan Pablo Montoya's sponsors were able to market him outside the United States. His 2007 primary sponsor Texaco/Havoline utilized him in point of sale (POS) materials in four countries outside the U.S. -- Canada, Singapore, Colombia and Brazil. The company displayed a five-story race banner in Turkey and created four collectible posters for use in Russia. Montoya also became the face of DirecTV Latin America after it ran programs and sweepstakes in Colombia and Venezuela to find new subscribers and to upgrade current subscribers to their sports packages. Currently CGRFS is in talks with several companies outside the U.S. on sponsorship opportunities with Montoya and teammate and Scotsman Dario Franchitti. The addition of Montoya to the CGRFS NASCAR team made an immediate impact on the team's fan website as nearly 40 percent of its traffic in 2007 was from outside the United States and has been visited by fans in over 150 countries. It also became necessary to create a Spanish portal on the site for Montoya fans. -- Motorsport.com

Motorsport.com: News channel