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Sirius just announced an exclusive deal with NASCAR. (XM Radio had limited NASCAR coverage.)

This might increase the number of Sirius units in RVs, as well as any future portable units fans could carry into the race.

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NASCAR Selects Sirius as New Home on Satellite Radio

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, and SIRIUS will be the only place on satellite radio to listen to NASCAR.


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. 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.


....cross-channel promotion throughout SIRIUS programming, officially licensed products, extensive at-track activation


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