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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.
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