Right now, NASCAR races are heard on both satellite radio services, Sirius and XM. In 2007, they all move to Sirius. That includes Nextel Cup Series, Busch Series and Craftsman Truck Series races.
In announcing the new deal, valued by the companies at $107.5 million over five years, NASCAR Chairman/CEO Brian France said, “Sirius is the sports leader on satellite radio, and sports programming is a leading reason subscribers choose Sirius.” He said Sirius’ decision to create a 24/7 NASCAR channel also factored into the decision to move the programming.
According to NASCAR, it’s the number 2 rated sport on television, second only to the NFL.
“We believe (NASCAR) will be an important driver of subscriber growth and advertising revenue,” said Sirius CEO Mel Karmazin.
Sirius becomes the official satellite radio partner with NASCAR, with the right to sell all advertising time on its NASCAR channel and during the race broadcasts. Sirius gains NASCAR trademark and marketing rights and both companies will develop a marketing plan that could include ways for current NASCAR fans to switch to Sirius.
Sirius Snags NASCAR Exclusive as of 2007
Sirius Snags NASCAR Exclusive as of 2007
