Sirius Satellite Radio announced a NASCAR team sponsorship at the Consumer
Electronics Show in Las Vegas on Monday.
As part of its deal with the Evernham Motorsports/Ultra Motorsports Dodge
team, the fledgling satellite radio service--which has signed content and
information pacts with such cable networks as ESPN, E! Entertainment, Fox News
Channel, USA Network and A&E Network--said it will become the primary
sponsor of the No. 7 Dodge Intrepid driven by Casey Atwood, as it competes in
the 2002 and 2003 NASCAR Winston Cup Series.
The car bearing Sirius' logo will bow at the Daytona 500 on Feb. 7, covered
by NBC. Fox, FX and TNT are the other carriers of Winston Cup action.
In addition, Sirius CEO Joseph Clayton announced during a CES press
- it will launch in four markets next month (with Jackson, Miss., added to
the previously announced Houston, Phoenix and Denver), with its national
rollout projected to be completed by July 2002;
- it has signed an agreement with Court TV to simulcast live trial coverage
and offer the network's Catherine Crier Live show;
- all 60 of its commercial-free music stations will be streamed live and
free via its redesigned Web site;
- a mobile demonstration tour, dubbed 'The Rhythm of the Road Tour,' in
which consumers will be able to listen to Sirius' service on a 65-foot ferris
wheel and at listening kiosks.