Sirius Grabs the Ivy

The home of Howard Stern will soon play host to Ivy League football as well.

Sirius Satellite Radio (SIRI Quote - Cramer on SIRI - Stock Picks) said Monday it reached a multiyear deal to broadcast the college sports league's football and men's basketball games of the week. Terms weren't disclosed, but Sirius said the deal also would include "a select number of men's hockey and other games from across the Ivy League sports landscape."

Starting this fall, Sirius said it will feature games from all eight Ivy League schools -- Brown, Columbia, Cornell, Dartmouth, Harvard, Penn, Princeton and Yale. Football season kicks off Sept. 17 and basketball tips off Nov. 11.

Sirius, which in recent years has signed blockbuster programming deals for shock jock Stern and the NFL, has taken an aggressive approach to signing top media talent to draw subscribers to its pay radio offering. Earlier this year it set plans to roll out a Martha Stewart channel, featuring the founder of Martha Stewart Living (MSO Quote - Cramer on MSO - Stock Picks).

Sirius and rival XM (XMSR Quote - Cramer on XMSR - Stock Picks) have become investor favorites in spite of their massive cash burn because of their growing popularity with the masses.

On Monday, Sirius slipped 6 cents to $6.70.