Sirius Signs Brady to Call Signals

NEW YORK Sirius Satellite Radio said it has signed Tom Brady, two-time Super Bowl MVP quarterback with the New England Patriots, as a national spokesman.

Brady will star in Sirius TV spots to air this summer and fall. He also will be featured in radio, print and point-of-purchase materials to promote “NFL Sunday Drive,” Sirius’ lineup of NFL programming and play-by-play coverage, as well as Sirius NFL Radio, a channel devoted solely to the NFL. Financial terms were not revealed.

Sirius Satellite Radio’s lead agency is Doner, Southfield, Mich. The client spends about $30 million annually on ads, per TNS Media Intelligence/CMR. Brady is represented by Yee & Dubin Sports, Los Angeles.

“Tom Brady is among the most exciting and charismatic players on the field,” Scott Greenstein, Sirius’ president of entertainment and sports at Sirius, said in a statement. “I know that Tom has been very selective with his endorsements and we’re honored that he has chosen to affiliate with Sirius.” The client is based in New York.

—Brandweek staff report