Striking deals with numerous rock, soul, and country artists to feature their music on the car driven by Felix Rosenqvist is the first step in a unique partnership managed by Mike Shank. This collaboration involves SiriusXM, the satellite radio company, as a key sponsor with Meyer Shank Racing. Together, they create a dynamic fusion between music and motorsports, bringing diverse musical genres to the forefront of IndyCar racing.
Mike Shank begins this process by securing agreements with celebrated artists and their respective SiriusXM channels. For example, the No. 60 SiriusXM Honda, driven by Felix Rosenqvist, has previously showcased partnerships with major acts such as Bon Jovi, Eric Church, and the Tragically Hip, spanning rock, soul, and country genres. This enriches the racing experience by connecting fans of music and motorsport alike.
The 2025 season has seen particularly notable collaborations. One highlight was the partnership with the Grammy-winning rock band Creed, whose branding and music featured prominently on Rosenqvist’s car during the Indianapolis 500. SiriusXM’s Turbo channel, known for playing hard rock from the 90s and 2000s, served as the musical backdrop for this collaboration. Members of Creed attended the race, bringing a live music element to the event and reinforcing the crossover appeal between these two entertainment industries.
Another memorable collaboration involved the Grateful Dead, whose tie-dye inspired livery and SiriusXM Grateful Dead Channel were featured in subsequent races. These artist-focused partnerships underscore the creativity and cultural reach of Meyer Shank Racing’s sponsorship approach, leveraging SiriusXM’s extensive portfolio of artist-dedicated channels to keep the IndyCar events musically vibrant and engaging.
Mike Shank’s role is critical in orchestrating these deals, aligning the interests of the artists, SiriusXM, and the racing team. This strategy not only provides unique branding opportunities on the race car but also amplifies the visibility of the artists and SiriusXM’s channels. It injects new energy and personality into the sport, creating memorable experiences for fans both at the track and through SiriusXM’s broadcasts.
Mike Shank’s process begins with securing impactful music partnerships for Felix Rosenqvist’s SiriusXM-sponsored car, turning the racing season into a multi-genre musical journey that complements high-speed motorsport action. This innovative approach enhances fan engagement by marrying the thrilling world of IndyCar racing with the powerful cultural resonance of rock, soul, and country music.
