MediaFLO is the Qualcomm subsidiary that provides Verizon's V Cast with its mobile TV capability. By the looks of things, the two companies must think that live sports coverage is the way into our hearts.

ESPN Mobile TV, one of 8 channels on the MediaFLo service, will provide live coverage of major NASCAR races including the allstate 400 (July 29), the Pennsylvania 500 (August 5), the NASCAR Nextel Cup (August 12), the 3M Performance 400 (August 19), the Sharpie 500 (August 25) and the NASCAR Nextel Cup Series 500 (September 2), with replays airing on FOX Sports Mobile. ESPN Mobile TV will also provide coverage of Busch Series events, including 20 live Saturday races and qualifying rounds.

ESPN Mobile TV will also provide soccer fans with live matches from the Under-20 FIFA World Cup in July, and carry live coverage of freestyle BMX and skateboarding from the X Games in Los Angeles next month. Meanwhile, CBS Mobile, in partnership with College Sports Television (CSTV), will feature beach volleyball, softball, weight-lifting, wakeboarding, snowboarding and lacrosse coverage.