Beginning in 2007, SIRIUS will broadcast all NASCAR Nextel Cup Series, NASCAR Busch Series and NASCAR Craftsman Truck Series races live on a specially created, 24/7 NASCAR channel.
As part of the agreement, SIRIUS will become the Official Satellite Radio Partner of NASCAR, with exclusive trademark and marketing rights, and the right to sell all advertising time on its NASCAR channel and during the race broadcasts.
It will pay NASCAR rights fees totaling $107.5million over the term of the agreement, with the highest payments in the final years of the term.
SIRIUS and NASCAR will work together to develop an extensive consumer marketing and outreach campaign for NASCAR fans. This effort could include advertising, cross-channel promotion throughout SIRIUS programming, officially licensed products, extensive at-track activation and ways for current NASCAR fans to switch to SIRIUS.
NASCAR is now the number-two-rated sport on television, second only to the NFL, with 75 million fans nationwide.
Said Scott Greenstein, SIRIUS president of Entertainment and Sports: “With NASCAR, we will be able to develop endless creative programming and marketing opportunities, as we have with our SIRIUS NFL Radio channel, to benefit NASCAR fans and SIRIUS subscribers throughout the country.”
In addition to NASCAR, SIRIUS is the Official Satellite Radio Partner of the NFL, the NHL and soccer’s Barclays English Premier League.
