Sirius Satellite Radio to sponsor Atwood
By Marty Smith, Turner Sports Interactive
January 7, 2002
2:20 PM EST (1920 GMT)
CONCORD, N.C. - The high-dollar, high stakes realm of NASCAR Winston Cup Series sponsorships has added a new dimension in 2002.
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Casey Atwood
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Sirius Satellite Radio, an in-car satellite radio broadcasting company that offers more than 60 commercial-free channels from three satellites directly above the U.S., announced its plans Monday to join the Evernham Motorsports/Ultra Motorsports Dodge racing team as sponsor of Casey Atwood’s No. 7 Dodge.
"Sponsoring a NASCAR team is a perfect fit for Sirius as we launch our service to consumers," Clayton said. "Not only is NASCAR one of the most exciting and fastest growing sports in the United States, but its fans are loyal supporters of brands that sponsor their favorite drivers.”
It is a two-year deal, debuting at the Daytona 500 on February 17 at Daytona International Speedway. Sirius' president and CEO Joseph Clayton said the company plans to launch a regional advertising campaign on Feb. 14, and a nationwide campaign beginning in the second half of the year. The exact dollar amount of the deal was not disclosed, but Evernham did say it, "was plenty enough that Casey will be competitive."
"We are extremely pleased to welcome Sirius to NASCAR and the Evernham Motorsports team," said Ray Evernham, president and CEO of Evernham Motorsports. "2002 will be a great season for us and Sirius' support will be invaluable to our operation."
Atwood drove the No. 19 Dodge for Evernham as a rookie in 2001, but despite having made every race with the first year team he will be replaced by Jeremy Mayfield this season. In order for Atwood to remain under the Evernham umbrella, EMS joined forces with Smith’s Ultra Motorsports program, thereby giving Atwood the keys to Smith’s No. 7 Ultra Motorsports machine.
“I wanted to be with Ray when we started this thing, and this is a way to do it,” Atwood said. “I’ve been really pumped up about this season for a long time.”
Atwood is excited about the prospects of working with a sponsor new to the NASCAR landscape.
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Atwood will be in the No. 7 Dodge in 2002.
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"I'm anxiously looking forward to Daytona and the unveiling of the No. 7 Dodge Intrepid R/T car as well as my debut on Sirius Satellite Radio," commented Casey Atwood. "The addition of Sirius to our team guarantees even more excitement as we kick-off the 2002 season."
As part of the relationship, Evernham and Atwood will be featured on Sirius' music and talk channels. Evernham, Atwood and Smith unveiled the new-look No. 7 Dodge at the International Consumer Electronics Show held in Las Vegas. The car will be on display at Sirius' booth during the week.
In addition, Atwood will make special appearances at Sirius events throughout the year and the racecar will travel as part of Sirius' "Rhythm of the Road Tour," a consumer listening experience that will debut at retail outlets, sporting events and other locations.
Evernham said that Kevin Cram would serve as Atwood’s crew chief, and on Monday spoke of Atwood being a future Winston Cup champion. Clayton agrees.
“With the veteran experience of Evernham Motorsports and the Dodge racing team, and a bright young driver like Casey, we have a winning combination in place,” he said.
The No. 7 team nearly won at Sears Point Raceway with driver Robby Gordon at the wheel, but after a late-race skirmish with rookie Kevin Harvick, Gordon was relegated to a runner-up finish.
"Our Dodge racing team is proud to work with Sirius and help launch Dodge's exciting new brand to consumers," stated Jim Smith, president and CEO, Ultra Motorsports.
"Since our re-entry into the Winston Cup Series last year, Dodge has worked with marquee partners to develop a championship team. Sirius is a strong addition to help our team achieve this goal."
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