SiriusXM is leaning into its sporty side.
The satellite radio company is launching a new subscription plan built specifically for sports fans, called the Sports Pass. For $5 a month, listeners will be able to follow live game broadcasts for every home and away game for nearly every major sporting event.
Launching Sept. 1, SiriusXM will offer one of sports media’s most comprehensive packages, including everything from the latest Formula One race to international soccer.
“SiriusXM Sports Pass brings that vision to life for sports fans by putting every game and event we carry, hometown voices, national personalities and the daily sports conversation into one simple, affordable subscription,” said Jennifer Witz, SiriusXM’s chief executive, in a statement. “No matter who you cheer for or where you listen, it brings you closer to the teams and voices that matter most to you.”
The subscription includes coverage of the NFL, MLB, NBA and NHL; every NASCAR, IndyCar and Formula One race; the PGA Tour; WWE events among others. In addition to the live broadcasts, the Sports Pass will also include expert analysis, podcasts and 24 local sports stations, including ESPN LA 710.
The introduction of the subscription package emphasizes sports as an essential part of SiriusXM’s business. The company said in a statement that sports is one of its biggest engagement drivers and that more subscribers than ever are tuning in to sports. Other subscriptions include its All Music tier for $11.99 a month or its All Access tier for $25.99 monthly, which includes music, sports and news.
By having these sports available through a single subscription, SiriusXM is “creating a one-stop shop for any sports fan who’s listening to the radio,” said sports media analyst Lee Berke. This kind of convenience often increases the time listeners are willing to spend on a platform, he added.
“If all sports and all major coverage is available throughout one service, then there’s no reason to go anywhere else,” Berke said. “If you want to maintain subscribership 24/7, 365, you have to have all these things. You don’t want to just appeal to one type of sports fan.”
Outside of sports, SiriusXM is well known for its curated music channels, like Pitbull’s Globalization and The Kelly Clarkson Connection, and talk shows hosted by on-air personalities Howard Stern and Andy Cohen. The radio company, headquartered in New York, reaches roughly 255 million listeners and has 33 million subscribers, making it one of North America’s leading audio companies. SiriusXM also owns the streaming service Pandora, which it acquired for $3.5 billion in 2019.
“Every new channel, artist performance, live event, and creator collaboration advances our vision for the future of audio,” Witz said.
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