XM Satellite Radio announced today that it has selected Millsport its sponsorship and event-consulting agency.
Millsport, the Stamford, Connecticut based unit of The Marketing Arm, will provide strategic consulting, program planning and integrated activation around XM's premier portfolio of marketing partnerships including Major League Baseball, NASCAR, Collegiate Sports and music. Program extensions will include XM's powerful stable of retail, automotive and technology partnerships.
In addition to its core consulting function, Millsport will also optimize The Marketing Arm's specialist units in promotion, event marketing and talent buying in support of XM program activation across multiple consumer touch points.
The budget for that assignment was not disclosed.
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