SiriusXM Canada Deepens INDYCAR Ties with Artist Collaborations and Live Programming
Event summary
- SiriusXM Canada co-sponsors two NTT INDYCAR SERIES entries with Meyer Shank Racing for the Ontario Honda Dealers Indy at Markham, August 14–16, 2026.
- The No. 60 and No. 66 race cars feature exclusive liveries celebrating Three Days Grace and Rolling Stone Canada channels.
- SiriusXM airs live turn-by-turn broadcast of the event on Sunday, August 16, 2026, on SiriusXM INDYCAR Nation (channel 218).
- The Glorious Sons to perform live at the event on Saturday, August 15, 2026.
The big picture
SiriusXM Canada's deepening involvement in the NTT INDYCAR SERIES reflects a strategic push to merge music and motorsports, appealing to niche audiences. The company's ongoing partnerships with racing teams and artists underscore its commitment to creating unique, immersive experiences for subscribers. This approach aligns with broader industry trends where media companies are leveraging live events to drive engagement and differentiate their offerings.
What we're watching
- Brand Engagement
- How SiriusXM Canada's integration of music and motorsports will enhance subscriber engagement and retention.
- Partnership Expansion
- Whether the success of this collaboration will lead to further artist and racing team partnerships for SiriusXM.
- Content Strategy
- The pace at which SiriusXM Canada will expand its exclusive live programming beyond INDYCAR events.