Sirius Canada is building on Sirius' relationshpi with NASCAR and is now the official presenting sponsor of the 2007 NASCAR Canadian Tire Series starting May 26th.

Sirius will gain trademark and marketing rights as part of the partnership with Canadian Tire, allowing Sirius to be featured in a variety of high-profile television, print, in-store and online advertising. Sirius will also participate in the NASCAR Experience Road Show touring throughout Canada this summer where they'll introduce Canadians to all the excitement and racing action of NASCAR.

The inaugural season of the NASCAR Canadian Tire Series competition will kick off on Saturday, May 26th at Cayuga International Speedway, and includes races across 10 tracks throughout Canada, with the season-ending event on Sunday, Sept 23rd at Kawartha Speedway.

The CRTC has denied requests from Sirius Canada and XM Canada to change the payment conditions for Canadian talent development.

The companies had asked that the timing of the payments be changed from "during each broadcast year" to "by the end of each broadcast year," and that the payments be calculated as 5% of the cumulative gross revenues from broadcasting activities instead of from the entire satellite radio operation. They also wanted overpayments in any year to be credited to the overall obligations for the entire term.

The CRTC said that the 5% is a minimum contribution and under the new changes would become a maximum contribution. They also noted that changing the calculation to include only broadcasting-related revenues would reduce the money being dedicated to talent development.

And so... they declined the changes. 

[AllAccess]