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.