Special to NYSportsJournalism.com
March 8, 2017: Calling it a "level of coverage unmatched by anyone in audio entertainment," Nascar has signed a six-year deal with SiriusXM to extend their broadcasting and marketing agreement through 2022.
SiriusXM said the alliance would enable them to "continue to deliver 24/7 racing content to millions of listeners across North America, including live broadcasts of every race, plus daily Nascar talk and interviews with voices across the industry through its exclusive SiriusXM Nascar Radio channel."
SiriusXM will also retain exclusive category rights to utilize Nascar branding and trademarks for advertising and promotion.
Financial terms of the pact were not disclosed.
This year marks Nascar’s 16th season on satellite radio.
From 2002-2006, Nascar Radio was heard exclusively on XM. Nascar moved to rival Sirius on Jan. 1, 2007. SiriusXM Nascar Radio was formed when the two satellite radio firms merged in mid-2008.
"We have more than a successful decade of partnership already under our belts with SiriusXM and look forward to continuing our relationship over the next six years," Steve Herbst, svp-broadcasting and production for Nascar, said in a statement.
"SiriusXM provides robust coverage of both our live events and breaking news, acting as a trusted resource for our sport and helping Nascar content to reach new, diverse audiences nationwide,” said Herbst.
SiriusXM Nascar Radio airs 24/7 all year, with "in-depth racing coverage and inside access to Nascar news, including live broadcasts of every Monster Energy Nascar Cup Series, Nascar Xfinity Series and Nascar Camping World Truck Series event," according to both parties.
The channel's roster of expert hosts includes current and former drivers, crew chiefs, crew members and a host of Nascar insiders.
According to Steve Cohen, SiriusXM's svp-sports programming, "For the last 15 years we've proudly delivered the excitement of Nascar to fans nationwide, providing them with a level of coverage unmatched by anyone in audio entertainment, and we are very pleased to continue our relationship for years to come. Nascar has always had one of the most loyal fan bases in sports, and it continues to innovate to constantly improve the racing on the track.
"SiriusXM Nascar Radio will continue to give fans, no matter where they are in the country, a terrific platform to follow and discuss the new format put in place this season, and stay connected with their favorite drivers as they vie for the championship," said Cohen.
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