XM Satellite Radio and VICI Racing have extended their partnership to continue throughout 2006.

The partnership between the two started earlier in 2005 with XM sponsoring the VICI Porsche GT3 Cup racer in the inaugural North American IMSA GT3 Challenge Cup.

XM has given a high level of marketing concentration in the auto-racing arena with sponsorship deals like Indy and Hot Import Nights. This shows a lot about XM's strategy in the auto industry. People who follow auto events like GT3, Indy, and HIN are not only enthusiasts but are influencers when it comes to other people seeking automotive advice. Appeal to the influencers and you gain WoM advertising through trusted sources.

Losing NASCAR to Sirius is a blow to this approach, but it looks like they're trying to make up for it.

[VICI Racing]

The XM Satellite Radio & DirecTV love-match now is a threesome with Network LIVE (which is, as you'll recall, the joint venture between XM, AOL and AEG). Viewers now have a choice between AOL's online video and a TV (including HD) experience. Network Live's programs will be available at no extra charge to subscribers of DirecTV Total Choice or DirecTV Seleccion

It's interesting how reciprocal this XM/DirecTV partnership is getting.

[PaidContent]