Sirius to Add NASCAR Channel
Sirius Satellite Radio is going to begin broadcasting NASCAR events live in 2007 on a new channel.
Sirius has entered a five-year agreement with NASCAR it which it will pay $107.5 million in rights fees. Its highest payments will take place in the last years of the five-year term.
According to a Forbes article,
“Sirius said it will work with Daytona Beach, Fla.-based NASCAR to develop a consumer marketing and outreach campaign, including advertising, cross-channel promotion, officially licensed products, extensive at-track activation and ways for current NASCAR fans to switch to SIRIUS.
NASCAR, the National Association for Stock Car Auto Racing Inc., counts more than 75 million people nationwide as fans and sanctions 1,500 races at more than 100 tracks in 38 states, Canada and Mexico.”
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