Belmont to Quarterback Millsport

DALLAS Millsport, the sports sponsorship consulting and activation agency of The Marketing Arm network, has named Daniel G. Belmont president. Belmont also will hold the CMO title at The Marketing Arm, the agency said.

Previously, Belmont served as president of Carat Specialist Communications Group, a division of the media services holding company that focuses on vertical markets, new media disciplines and experiential marketing programs. He brought Carat to the world of experiential marketing via a series of launches and acquisitions throughout his seven years at the media services company, including the purchase of Velocity Sports & Entertainment by Carat’s parent company, Aegis Group, the agency said.

Belmont joined Carat in 1998 after working at IDG’s event arm as senior vice president of business development, responsible for designing new products to answer the needs of IDG’s global customers.

Belmont is the executive director of the Technology Event Marketing Strategy Council, an affinity group made up of some of the world’s top technology marketers who rely on experiential marketing to drive business objectives.

Dallas-based Millsport’s services include brand strategy, property and media acquisition, integrated program modeling, multi-channel activation, hospitality, promotions, and evaluation and ROI analytics, the agency said.