Juan Pablo Montoya, former F1-turn-NASCAR driver, has signed a marketing and advertising pact with Sirius Satellite Radio to promote their NASCAR programming offering through various outlets.

Montoya had already signed with Sirius to host "The Juan Pablo Montoya Report" as part of the "Sirius Speedway" talk show on Sirius' NASCAR Radio (ch 128).

Montoya will be featured in Sirius' advertising and marketing efforts - obviously promoting NASCAR and Sirius' live NASCAR coverage - and will be included in an extensive promotional campaign at retail locations around the country.

"Barely a month into his first full season Juan Pablo has established himself as one of NASCAR's most intriguing personalities," said Scott Greenstein, Sirius' President, Entertainment & Sports. "With performances like his win in Mexico City and his top-five finish in Atlanta, he is capturing the attention of fans everywhere. We are very pleased he has chosen to affiliate himself with Sirius, both on our air and in our marketing efforts.

Montoya won the NASCAR Busch Series Telcel-Motorola 200 in Mexico City earlier this month, a controversial win as he had tried to make a pass on teammate Scott Pruett (which resulted in Pruett spinning out). Montoya also stirred the pot up a bit earlier this year when he called F1 champion Michael Schumacher a "nobody" after he questioned Montoya's move to NASCAR.

Is it a good move for Sirius to partner with Montoya? You betcha - there's nothing like controversy and excitement to help drive attention to a brand.

Sirius Satellite Radio - for its third straight year - is airing every game of the 2007 NCAA Division I Men's Basketball Championship. Sirius will be the only radio broadcaster to air every game of the championship in its entirety.

Starting with the Opening Round game on March 13th from Dayton, Ohio and ending with the national championship game on April 2nd at the Georgia Dome in Atlanta, the site of the 2007 Men's Final Four.

Sirius will air the game broadcasts from each tournament site completely uninterrupted.

Games will air on Sirius channels 119, 122, 125 and 126. Sirius host Steve Torre will anchor the coverage on these channels, giving up-to-the-minute scores and highlights during game breaks and directing listeners to other games around the dial.

Sirius will also carry Westwood One Radio's coverage of the NCAA Division I Men's Basketball Championship, anchored by Tommy Tighe with cut-ins to live game action, on SIRIUS Sports Action, channel 123, throughout the tournament.

Check out the Opening/First Round schedule after the jump... 

Sirius will launch a weekly lacrosse talk show hosted by New York Titans star forward Casey Powell called "Inside The National Lacrosse League with Casey Powell."

Set to debut this Saturday, March 10th at 9pm ET on Sirius channel 114, the show will lead into Sirius' play-by-play coverage of the National Lacrosse League All-Star Game at 10pm ET. The show will feature highlights, news and analysis.

Powell's weekly one-hour show will regularly air before Sirius' live NLL "Game of the Week" coverage. Follow the jump to see the NLL Regular Season schedule on Sirius.