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Archive for Tuesday, November 30, 2004

Sirius scores men’s NCAA basketball deal

November 30, 2004

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— Sirius Satellite Radio Inc. signed a deal to air the men's NCAA basketball tournament through 2007, the latest move made in an attempt to draw customers through sports programming.

Sirius will broadcast every game of the tournament for the next three years, the network said Monday. Financial terms were not disclosed.

Sirius and its competitor, XM Satellite Radio Holdings Inc., recently started signing personalities and sports leagues in an effort to attract new subscribers.

Last month, XM announced a $650 million, 11-year deal to air Major League Baseball games live.

The baseball announcement followed a five-year, $500 million deal Sirius signed with shock jock Howard Stern, who is scheduled to debut on Sirius in January 2006. Sirius said it would need to attract 1 million subscribers to cover the cost of that contract.

Sirius also has an all-NFL channel and a deal with College Sports Television, which enables Sirius to air the games of 23 major-college teams.

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