(AP) — NASCAR’s first international Cup Series race of the modern era is all about the eyeballs, specifically new fans in the Mexico City market.

NASCAR will be on the track Friday for the first of three days of racing at the Autodromo Hermanos Rodríguez, one of the most popular stops on the Formula 1 calendar and Ben Kennedy’s newest project.

The great-grandson of NASCAR founder Bill France Sr., Kennedy has taken the family business beyond its comfortable confines before.

Kennedy in 2022 moved the preseason exhibition Clash from its longtime home at Daytona International Speedway in Florida to a temporary track built inside Los Angeles Memorial Coliseum. Kennedy this year moved the Clash to The Madhouse — the historic Bowman Gray Stadium, which had last hosted a Cup race in 1971, in Winston-Salem, North Carolina.

NASCAR under Kennedy also returned to North Wilkesboro Speedway in North Carolina for the first time since 1977 when the All-Star race was moved there three years ago. He allowed dirt at Bristol Motor Speedway, a hybrid road course and oval at Charlotte Motor Speedway, alongside his biggest undertaking: NASCAR’s first street race, held in downtown Chicago.

He also had his eyes set on expanding internationally, which will come Sunday with the first points-paying international race in the Cup Series since 1958. It is only third time in 77 years that NASCAR’s top series will run an event that counts in the championship outside the United States. The last two times were in Canada; the Cup Series also has held exhibitions in Japan and Australia.

“Our biggest opportunity to grow as a sport is international,” Kennedy said when he announced Mexico City was replacing one of the two races on the schedule allocated to Richmond International Raceway.

“The U.S. is always going to be our mainstay and our next opportunity was to expand internationally,” he said. “We said we’ve wanted to do this for a long time, but also needed to make sure it was the right time, the right partners and the right location. Mexico City checked every box. To be in one of the biggest cities globally — over 20 million people that live in the city — is a massive opportunity for us to bring the sport.”