NASCAR Shifts Radio Rights to Sirius in $107 Million Deal

NASCAR has reached a deal with Sirius Satellite Radio to broadcast its races and related events after its agreement with XM Satellite expires next year.

As part of the five-year agreement, which begins in 2007, Sirius will have exclusive trademark and marketing rights, and the right to sell all advertising time on its NASCAR channel and during the race broadcasts. Sirius will pay NASCAR rights fees totaling $107.5 million 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. The 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, the companies said.