SiriusXM and NASCAR have officially extended their long-running broadcasting partnership with a new multi-year broadcasting deal. Fans across North America will keep access to every race across all three national series.
What We Know: SiriusXM and NASCAR have partnered for nearly two decades. The renewed multi-year deal ensures live coverage of every NASCAR Cup, O’Reilly Auto Parts, and CRAFTSMAN Truck Series race. SiriusXM NASCAR Radio remains available on channel 90 and the SiriusXM app. Additionally, both sides are exploring expanded cross-promotion with NASCAR’s free streaming channel, the NASCAR Channel.
What They Said: Jared Fox, SVP of Sports Programming for SiriusXM “NASCAR fans are incredibly passionate about their sport. For two decades we’ve teamed up with NASCAR to ensure that SiriusXM NASCAR Radio would deliver those fans coverage and programming that matched that level of passion.”
Nick Skipper, NASCAR Managing Director, Media Strategy “SiriusXM has been an incredible partner for many years, delivering engaging and informative coverage that brings our fans closer to the sport.”
What Remains Unclear: Any financial terms of the renewed agreement were not disclosed, as well as official term for the renewed agreement. Specific details around the NASCAR Channel integration also was not revealed for the sport’s FAST channel. However, both organizations confirmed plans to identify new cross-platform opportunities together.
What It Means: SiriusXM and NASCAR have been longtime partners, and this agreement is just the latest example of that. While SiriusXM has added new content partnerships in recent years, it remains the top destination for race fans nationwide. NASCAR is also exploring new content opportunities through its FAST channel. As a result, it will be interesting to see whether SiriusXM programming expands beyond the paywall. Last May, the company signed a podcast agreement with Dirty Mo Media. The deal added new content to the NASCAR channel and the SiriusXM Podcast Network.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
