Sponsors may buy Hotpass services
Team sponsors will have advertising opportunities on DirecTV's Hotpass service offering exclusive coverage of each of five drivers during each 2007 NASCAR Nextel Cup race, Advertising Age reports.
Each driver's team sponsor will have exclusive logo space throughout the race and can have even more airtime during commercials, the magazine reports. During every local break, the story says, the corresponding channel's team will have one minute to devote to advertising of its choice.
"Some teams may choose to talk about merchandise, some may choose to talk about their driver's winery," Eric Shanks, executive vice president of DirecTV Entertainment, told the publication.
The story says the Hotpass feature is in high demand. "We're getting a ton of e-mails and calls saying five channels is not enough and we haven't even started yet," Shanks said.
Financial terms were not disclosed.
