| If you don't know what drifting is, you've probably | | | | Xtreme sports events and more, as well. In addition, |
| been living under a rock for the past couple of years. | | | | Sirius sponsors motorcycle racing, as well as horse |
| Drifting is a form of street racing in which drivers | | | | racing and much more in the world of sports. The |
| must make almost impossible turns, at high speed, | | | | move on the part of XM is designed to give them a |
| with all four wheels "burning out." In essence, the car | | | | greater market share with the sports world, in |
| must break traction with the road enough that all | | | | emulation of Sirius. |
| four wheels are spinning faster than the car is | | | | So, why the focus on drifting events and NASCAR |
| moving. This creates enormous clouds of black | | | | races? From a marketing perspective, it makes |
| smoke that cover the track, of course. Why the | | | | perfect sense. Drifting fans are young, relatively |
| fascination with drifting, you ask? It requires an | | | | affluent and find satellite radio intriguing. Most of |
| enormous amount of skill to pull off correctly, and it's | | | | them are at least moderate gadget freaks, as well, |
| a lot of fun to watch. The sport has grown | | | | which ups the appeal for XM. Sirius' marketing to |
| enormously in popularity over the past few years. | | | | NASCAR fans is in the same vein. With the growing |
| So, how is XM getting into the act and the world of | | | | popularity of this sport outside of traditional areas |
| racing? They are sponsoring the RS*R Scion tC in the | | | | (the South), there is an enormous untapped fan base |
| Formula Drift this season. The first race kicks off in | | | | ripe for the offerings from Sirius. Add to that the |
| early April, in Long Beach California. XM is featured | | | | enormous amount of race coverage that Sirius |
| prominently on the new Scion, with one logo in the | | | | provides and you get a good picture of their |
| front air dam and another on the driver rear C pillar | | | | marketing idea. |
| (exterior). The sponsorship is called an extension of | | | | Sports fans are (not always) younger American's |
| XM's support for the racing industry. Additionally, | | | | with surplus cash. Additionally, marketing to niche |
| there will be XM booths set up at strategic locations | | | | sports markets allows each radio provider to capture |
| throughout the course in Long Beach, presumably to | | | | a decent amount of market share with minimal |
| allow fans to sign up on the spot. | | | | expense. It also provides the feeling for fans that |
| What is rival Sirius doing that is comparable? Sirius is | | | | the company is invested in and cares about the sport |
| heavily involved with NASCAR, just inking a | | | | and the fans. There are few better ways to increase |
| multi-million dollar deal with the industry. Additionally, | | | | your customer base than this; both XM and Sirius |
| Sirius is dabbling in Formula One and several other | | | | have made smart moves by sponsoring racers of all |
| options. There is considerable talk about sponsoring | | | | types all around the nation. |