Sirius Partners with International Speedway
Sirius Satellite Radio BECOMES A LEADING entertainment Marketing Partner with International Speedway corporation facilities Sirius Named Title Sponsor of NASCAR Winston Cup Events in Michigan and New York TALLADEGA, Ala., April 19, 2002-Sirius Satellite Radio , the satellite radio broadcaster, has joined forces with 12 International Speedway Corporation facilities , to create a multi-faceted marketing partnership that will promote the Sirius brand to millions of race fans across the country and drive subscriber activations for Sirius' 100 channel in-vehicle entertainment service. The announcement was made today at Talladega Superspeedway in Talladega, Ala., one of the most famous tracks on the NASCAR Winston Cup circuit. As part of its multi-year agreement with ISC's wholly-owned facilities, Sirius will reach NASCAR fans on a number of different levels, including direct-to-consumer promotions, at-track activation at ISC venues, and co-marketing opportunities with local retail partners, all designed to drive new subscribers for Sirius' entertainment service. Also, Sirius will have the right to leverage official track and event logos in-market to grow its subscriber base, and create enticing consumer promotions at retail. Sirius' comprehensive partnership also includes title sponsorship of two NASCAR Winston Cup Series events - the Sirius Satellite Radio 400 at Michigan International Speedway's June event and the Sirius Satellite Radio at The Glen at Watkins Glen International's August event. "ISC is about entertainment on track, and we're about entertainment in your car. We're perfect partners," said Joseph P. Clayton, President and CEO of Sirius Satellite Radio. "Our partnership with ISC will allow us to directly reach millions of potential satellite radio subscribers. Through this relationship we will have contact with the fans on many different fronts -- from the tickets they buy to the entertainment at the track to the music that they listen to on the way home. Sirius will be heard." The relationship with ISC's facilities makes Sirius one of the most significant sponsors to enter NASCAR this season, as it introduces its unique brand of audio entertainment to NASCAR's loyal fans through the marketing sponsorships at ISC facilities and its primary sponsorship of the No. 7 Sirius Satellite Radio Dodge Intrepid R/T. The agreement also includes Official Satellite Radio Partner/Sponsor status and on-site display space rights at the Michigan International Speedway, Watkins Glen International and other ISC motorsports facilities, including Daytona International Speedway, California Speedway, Kansas Speedway, Richmond International Raceway, Watkins Glen International, and Homestead-Miami Speedway. Through the ISC relationship, each ISC property will host Sirius information booths that will drive subscriptions as well as provide information about Sirius and the No. 7 Sirius Team. Each of these venues also will host the Sirius "Rhythm of the Road" mobile tour which draws 35,000 to 50,000 fans each weekend and allows them to experience Sirius' service live. James C. France, President of ISC, commented, "These are important relationships for our facilities, as they reinforce the fact that corporations continue to recognize the attractive fan demographics delivered by our events. We look forward to working with Sirius on future growth opportunities within the industry." Sirius Satellite Radio 400 in Michigan Sirius will turn up the volume at the Michigan International Speedway the weekend of June 14 through 16 for the inaugural Sirius Satellite Radio 400. Sirius is dedicated to turning the historic track, situated in the backyard of the big-three automotive manufacturers, into a unique entertainment venue with a host of exciting consumer promotions and activities planned for the weekend. Details will be announced closer to race day. Sirius To Rock New York's Thunder Road The second Sirius race entitlement for the 2002 Winston Cup season will be Sirius Satellite Radio at The Glen on August 9 through 11 at Watkins Glen International. Hosting a race in the state of New York will give Sirius a chance to showcase its NASCAR involvement to the enthusiastic music and sports fans in the New York metropolitan area. Race Team Sponsorship Helps Reach Consumers and Build The Sirius Brand Sirius Satellite Radio's partnership with the ISC facilities complements its sponsorship of the No. 7 Sirius Satellite Dodge Intrepid R/T driven by Casey Atwood and co-owned by Jim Smith and Ray Evernham. Sirius signed onto the multi-year sponsorship deal in January as part of its overall brand-building program, with NASCAR serving as a key component in the company's overall consumer marketing efforts. "Sirius has raised the bar for all the other sponsors within our sport," said Ray Evernham, co-owner of Ultra/Evernham Motorsports. "Not only do they recognize the value of on-track presence, they understand the importance of marketing the team and all the assets that come along with it. I am very proud to have Sirius on board with us. They have made a great move in establishing this partnership, and will really turn up the volume at ISC facilities." About Sirius Sirius Satellite Radio, the country's premier in-car audio entertainment provider (www.sirius.com <http://www.sirius.com>) is turning on its national service and turning up the volume of its marketing program through motorsports. Sirius is the entertainment partner for motorsports entertainment leader International Speedway Corporation and the sponsor of two NASCAR Winston Cup events -- the Sirius Satellite Radio 400 at Michigan International Speedway and Sirius Satellite Radio at the Glen at Watkins Glen International in New York. It also sponsors the No. 7 Sirius Dodge Intrepid R/T driven by Casey Atwood and co-owned by NASCAR champions Jim Smith and Ray Evernham. Sirius is the only digital-quality satellite audio entertainment service to deliver 60 original channels of completely commercial-free music and 40 world-class sports, news and entertainment channels to motorists throughout the continental United States. Sirius Satellite Radio systems are available today at leading electronics retailers and are expected to be available as options on many leading automotive models beginning in 2003. Any statements that express, or involve discussions as to, expectations, beliefs, plans, objectives, assumptions, future events or performance with respect to Sirius Satellite Radio Inc. are not historical facts and may be forward-looking and, accordingly, such statements involve estimates, assumptions and uncertainties which could cause actual results to differ materially from those expressed in any forward-looking statements. Accordingly, any such statements are qualified in their entirety by reference to the factors discussed in our Annual Report on Form 10-K for the year ended December 31, 2001. Among the key factors that have a direct bearing on our results of operations are our dependence upon third parties to manufacture and distribute radios capable of receiving our service; the unproven market for our service; and our need for additional financing.