SiriusXM has struck a podcast partnership agreement with NASCAR driver Dale Earnhardt Jr.’s Dirty Mo Media.
The agreement gives SiriusXM exclusive advertising rights to Dirty Mo’s programming slate and will see Earnhardt’s podcast Dale Jr. Download airing twice a week on the SiriusXM NASCAR Radio channel beginning in early June. SiriusXM and Dirty Mo Media will also work together on several special event broadcasts, including at the Daytona 500.
“This is a great day for our company,” Earnhardt said. “This agreement allows us to continue producing the shows we want to produce and telling the stories we want to tell to an audience that values our brand of originality, passion and candor.
Dirty Mo Media, founded in 2013 by Earnhardt and executive producer Mike Davis, also includes sports podcasts Actions Detrimental with Denny Hamlin and Door Bumper Clear. SiriusXM will have exclusive global ad sales rights for those, as well as the Dale Jr. Download. SiriusXM will host the podcast feeds, but the shows will still be available on all platforms.
“We are very excited to team up with Dale Jr. and the team at Dirty Mo to bring several of the leading NASCAR podcasts into the SiriusXM Podcast Network,” said Sarah Van Mosel, SiriusXM’s SVP of podcast strategy. “This not only bolsters the strength of our podcast offerings, but the addition of the Dale Jr. Download to the SiriusXM NASCAR Radio channel enhances the programming available to our SiriusXM subscribers. This is another great example of the unique ways SiriusXM and talented creators like Dale and his team can work together.”
This joins other deals made by SiriusXM, including acquiring early access and certain distribution and ad sales rights to SmartLess in January, and a slate including Conan O’Brien Needs a Friend and the Team Coco programming, Crooked Media and its flagship show Pod Save America and more.