XM Signs Derek Jeter

XM Satellite Radio (XMSR Quote) signed New York Yankees shortstop Derek Jeter as a spokesman.

The Washington, D.C., pay radio company said Jeter would promote XM's baseball broadcasts and make regular guest appearances on XM's baseball channel. The deal also includes a partnership with the Turn 2 Foundation, the nonprofit organization founded by Jeter to promote healthy, drug-free lifestyles and academic achievement for young people.

"To help extend the lead of a winning team like XM is a terrific opportunity, especially since I am a huge XM Satellite Radio fan," Jeter said. "I am excited to share my enthusiasm for XM's unmatched Major League Baseball programming and unprecedented choice in news, talk, entertainment and, of course, commercial-free music."

The news comes as XM tries to counter the media blitz being put on by its rival, New York's Sirius (SIRI Quote), which has fewer listeners than XM but has been getting more press as a result of its signing of high-profile hard hitters like Howard Stern and Martha Stewart. XM has the exclusive rights to broadcast major league baseball, while Sirius broadcasts the National Football League.

On Monday, XM rose a penny to $30.76 and Sirius slipped a dime to $7.18.