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Old 07-22-2003, 09:44 AM   #1
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Default Sirius Drops Nascar

No offense against Jimmy Spencer, who seems to be a great driver, but this is the best decision Sirius has made in a while.

Ultra Motorsports has a Sirius problem
Primary sponsor backing out for the 2004 season.
By JIM UTTER
ThatsRacin.com Writer

Ultra Motorsports has been informed this week that the primary sponsor of its No. 7 Dodges driven by Jimmy Spencer in the Winston Cup series, Sirius Satellite Radio, will not return next season, ThatsRacin.com has learned.

Sirius has sponsored the team since the start of the 2002 season. The team is actively searching for a replacement, sources said.


Spencer is currently 29th in driver points with two top 10s. His best finish was 4th at the Coca-Cola 600.

Jeff
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Old 07-22-2003, 10:04 AM   #2
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Give some credit to the marketers ... if it is not working, then move onto something else.

So, here is the question.... do we still call the dog MONGO or should we campaign for a new name?
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Old 07-22-2003, 10:08 AM   #3
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The dog's true name is Sirius. That's clearly the most logicial way to push the Sirius brand.

Mongo and nicknames are fine and good, but they simply distract from the Sirius trademark.

We should have called it quits last year, but I have to give credit to Sirius for doing the right thing this time around. These marketing dollars can be spent on more effective marketing - to drive sub growth.

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Old 07-22-2003, 10:54 AM   #4
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I saw this coming a while ago.

Consider this. Sirius was a major sponsor of a car at Nascar, and when Sirius demoed the product at the racetrack for the fans, the first question was, can I listen to Nascar on the radio? and we all know that XM has the "Nascar" channel.
Sirius made up a special stream to make up for that, but it looks like it didnt really work.

I think $ could be better spent on other campains.
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Old 07-22-2003, 11:29 AM   #5
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Interesting news...that sucks for the NASCAR and Jimmy Spencer fans here.

Maybe Sirius could become more involved in NBA sponsors, since they are directly involved in broadcasting NBA games.
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Old 07-22-2003, 12:01 PM   #6
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I think this is a good move, and I hope they aren't dropping Jimmy Spencer to pick another car. This money could be better spent on TV and print Advertising or other more direct promotions.
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Old 07-22-2003, 12:07 PM   #7
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Old 07-22-2003, 12:13 PM   #8
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Wallrider, sponsorships are strictly business, and companies can't afford to keep investing money when it isn't working. If they were getting a good return on the money invested they wouldn't be pulling the plug. I hope you change your mind, since Sirius is really about the service more than how they advertise or promote themselves.
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Old 07-22-2003, 12:29 PM   #9
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Old 07-22-2003, 01:22 PM   #10
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I think they would be better off advertising during the race with the money than having their logo on a car. If Jimmy was placing every other race it might be a different story altogether.
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Old 07-22-2003, 02:03 PM   #11
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Old 07-22-2003, 02:51 PM   #12
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I have nothing against NASCAR or Jimmy Spencer, but I would rather see a Sirius commercial during the race that explains their service and benefits than seing a car with a dog logo on it that most people don't know what it is. As a stockholder, I'm more interested in their success as a business than the fact that they pour loads of money into racing.

Jimmy will find a new sponsor I'm sure, and Sirius will likely be back when they are a profitable buisiness.
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Old 07-22-2003, 03:45 PM   #13
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IIRC, I believe that NASCAR cost Sirius $7 million a year. If they get an average of $160 in revenues per sub per year, then 43,750 fans would have to join because Sirius had their NASCAR sponsorships. That just doesn't seem realistic. That 7 million could be spent at the super bowl(two minutes of commercials there), or in a large variety of other ways. My idea of having Sirius for free in an airline like AirTran or JetBlue would also be a great marketing campaign. AirTran just reported over a million pax this past month, and JetBlue had almost 750,000. It would also cost less than $7 million per year.
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Old 07-22-2003, 04:03 PM   #14
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Free Sirius on airplanes would be excellent exposure! I like it and hope that Sirius is working on this. There are just so many possibilities for promotion and it is obvious that they will eventually find that winning combination.
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Old 07-22-2003, 04:12 PM   #15
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