Sirius Satellite Radio Signs On To Sponsor Winston Cup Team

Sirius Satellite Radio announced yesterday a two-year deal to be the primary sponsor of the No. 7 Winston Cup Dodge, which is jointly owned by Evernham Motorsports and Ultra Motorsports and is driven by Casey Atwood. As part of the deal, team co-Owner Ray Evernham and Atwood will be featured on Sirius' music and talk channels. Atwood will also make appearances at Sirius events throughout the year, and a show car will be part of Sirius' "Rhythm of the Road Tour" (Sirius). Meanwhile, AD AGE reported that Sirius "will begin and complete" the national rollout of its subscription-based, digital satellite radio service by the third quarter of '02 (AD AGE, 1/7).

Hershey Has Harvick Leading Its Fast Break

HITTING THE BREAK: Hershey has signed NASCAR driver Kevin Harvick for a $28M TV, radio, print and Web campaign positioning its new Reese's FastBreak candy bar "as the meal on the run." The 15-second TV spot, via DDB, N.Y., bows this week (Mike Beirne, BRANDWEEK, 1/7 issue).