Millsport Joins XM Satellite Team

NEW YORK XM Satellite Radio today said it named Millsport its sponsorship and event-consulting agency.

Stamford, Conn.-based Millsport, a unit of The Marketing Arm, will provide a “broad mix of strategic consulting, program planning and integrated activation around XM’s premier portfolio of marketing partnerships,” including Major League Baseball, Nascar, collegiate sports and music, per the company. Program extensions will include XM’s powerful stable of retail, automotive and technology partnerships.

Millsport will also optimize The Marketing Arm’s specialist units in promotions, event marketing and talent buying in support of XM program activation across multiple consumer touch points. The budget for that assignment was not disclosed.

Interpublic Group’s Mullen in Wenham, Mass., is the lead agency for Washington, D.C.-based XM Satellite Radio, which spent more than $40 million on ads in 2003 and about $30 million through September, per Nielsen Monitor-Plus.

“XM is the leadership brand in a dynamic category, with a fantastic entrepreneurial spirit and laser focus that’s simply infectious,” Millsport president Howard Jacobs said in a statement. “We felt an immediate fit and it proved right, as they selected Millsport to help steward their brand programming in sports, entertainment and event marketing. It’s a robust assignment and we’re already at work building plans to drive subscriptions for the outstanding XM service.”