DirecTV signed a corporate sponsorship agreement with NASCAR that gives DirecTV exclusive rights among subscription television distributors through 2010 to use the NASCAR brand in marketing and advertising promotions, DirecTV announced. The deal will capitalize “on NASCAR’s proven ability to drive customer acquisition and retention strategies,” DirecTV said.

As part of the deal, DirecTV also will sponsor a Nextel Cup Series race team and driver in the 2006 season and has the rights to use NASCAR marks and taglines to promote its sponsorship on DirecTV equipment, service vehicles and installer uniforms.

NASCAR will be an important part of DirecTV’s subscriber acquisition strategy in 2006, as well as a retention tool for existing customers, the company said. DirecTV plans to develop advertising and marketing campaigns to increase awareness of its new DirecTV Plus DVR (digital video recorder) among race fans and emphasize how the recorder’s features can enhance race viewing.