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XM Signs Yankee Shortstop As Spokesperson

Not to be outdone by Sirius, which has received considerable press for a new celebrity line-up that includes Howard Stern and Martha Stewart, pay radio rival XM has enlisted the services of New York Yankees Shortstop Derek Jeter. Jeter will promote the satellite radio provider's baseball broadcasts and appear regularly on its baseball channel. In turn, XM has become a partner in Jeter's Turn 2 Foundation, a nonprofit promoting healthy, drug-free lifestyles for young people. The agreement comes on the heels of a media blitz being orchestrated by New York-based Sirius, XM's one and only rival in pay-for satellite radio, for Stern and Stewart, its two newest celebrity personalities. While Sirius has been getting all the press recently, XM still has more listeners. The two have also been in a power struggle over securing quality content: XM has the exclusive rights to Major League Baseball, while Sirius broadcasts the National Football League.

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