XM Picks Millsport as Sports Marketing Agency

XM Satellite Radio Inc. has chosen Millsport, the sponsorship and event-consulting unit of The Marketing Arm, as its agency of record.
Millsport will work to create broad awareness of XM’s sports programming. The agency says it will provide strategic consulting, program planning and integrated activation around XM’s portfolio of marketing partnerships including Major League Baseball, NASCAR, Collegiate Sports and music. Program extensions will include XM’s stable of retail, automotive and technology partnerships.
Millsport is based in Stamford, Conn. and has offices in Dallas, Atlanta, Charlotte, Los Angeles and New York.