Over the last couple of years, radio host Bubba The Love Sponge, with his cult like following, has become an afternoon fixture on Howard 101. With only 20 shows left on his contract this is a fixture that now more then ever Sirius should be looking to lock into a long term contract.

Like him or not, Bubba has the kind of show that puts subscriptions on the books and is personally the kind of guy who gets his team together to tour around the country grassroot promoting Sirius XM radio. With subscribers already screaming out in anger over the latest channel stir up, Sirius XM is on the verge of making a huge mistake if they choose to let Bubba go.

It seems clear that the decision makers at Sirius XM have no idea they kind of talent they have with Bubba. All anyone has to do is take a look at the number of websites that cover news about him, the number of users on the countless messages boards devoted to him, and then check out how he can move the numbers at Google like only a very few like Howard Stern can do. What more do they need?

It’s time for Sirius XM to step up to the plate or get ready for a backlash like nothing they have seen to date.