Millsport LLC
Encyclopedia
Millsport is a sports marketing
and sponsorship agency in the United States. Founded in 1975 by James R. Millman, a 25-year-old event marketing executive with Philip Morris
, Inc., Millsport gained notoriety and national prominence with its involvement in Olympic sponsorship in the 1990s.
grad who began his career in 1968 as a production assistant with ABC
Sports, served as the agency’s chairman and CEO until 2004. In 1981, Millsport joined advertising
agency Doyle Dane Bernbach (now DDB), one of the largest ad agencies in the U.S. Six years later, Millsport left Doyle Dane Bernbach to once again become an independent agency. In 1996, Millsport and Omnicom's Diversified Agency Services division formed a new sports marketing partnership. It marked Omnicom's first venture into sports marketing
.
In 2000, the same year that Omnicom increased its stake in the agency from 25 percent to 60 percent. That same year, Bob Basche, a former executive for NBC
Sports, was promoted from president to vice chairman and managing partner. In 2001, Millsport opened an office in Charlotte, N.C., dedicated to its motorsports practice. The following year, Basche was promoted to CEO, replacing founder Jim Millman, who remained as chairman.
Millsport became the sports sponsorship and motorsports consulting and activation division of fellow Omnicom agency The Marketing Arm
in 2004, a move that triggered several personnel moves within the agency. Howard Jacobs was promoted from senior VP/marketing and business development to president of Millsport. Basche moved to chairman of Millsport and chief relationship officer for The Marketing Arm, while Millsport founder Jim Millman ended his association with the company to launch an agency called Partnership Marketing Connection (PMC).
In 2006, Dan Belmont joined Millsport as president, replacing Howard Jacobs, who left to join Millsport client XM Satellite Radio
as SVP of strategic partnership marketing.
Sports marketing
Sport marketing is divided into three sectors. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. The third is...
and sponsorship agency in the United States. Founded in 1975 by James R. Millman, a 25-year-old event marketing executive with Philip Morris
Philip Morris USA
Philip Morris USA is the United States tobacco division of Altria Group, Inc. Philip Morris USA brands include Marlboro, Virginia Slims, Benson and Hedges, Merit, Parliament, Alpine, Basic, Cambridge, Bucks, Dave's, Chesterfield, Collector's Choice, Commander, English Ovals, Lark, L&M, Players and...
, Inc., Millsport gained notoriety and national prominence with its involvement in Olympic sponsorship in the 1990s.
History
Millman, an Ohio UniversityOhio University
Ohio University is a public university located in the Midwestern United States in Athens, Ohio, situated on an campus...
grad who began his career in 1968 as a production assistant with ABC
American Broadcasting Company
The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...
Sports, served as the agency’s chairman and CEO until 2004. In 1981, Millsport joined advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
agency Doyle Dane Bernbach (now DDB), one of the largest ad agencies in the U.S. Six years later, Millsport left Doyle Dane Bernbach to once again become an independent agency. In 1996, Millsport and Omnicom's Diversified Agency Services division formed a new sports marketing partnership. It marked Omnicom's first venture into sports marketing
Sports marketing
Sport marketing is divided into three sectors. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. The third is...
.
In 2000, the same year that Omnicom increased its stake in the agency from 25 percent to 60 percent. That same year, Bob Basche, a former executive for NBC
NBC
The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...
Sports, was promoted from president to vice chairman and managing partner. In 2001, Millsport opened an office in Charlotte, N.C., dedicated to its motorsports practice. The following year, Basche was promoted to CEO, replacing founder Jim Millman, who remained as chairman.
Millsport became the sports sponsorship and motorsports consulting and activation division of fellow Omnicom agency The Marketing Arm
The Marketing Arm
The Marketing Arm is a marketing and promotions agency owned by Omnicom Group. The agency includes several specialty brands, including Millsport , Usmp , Davie Brown Entertainment , Wave , and Ipsh...
in 2004, a move that triggered several personnel moves within the agency. Howard Jacobs was promoted from senior VP/marketing and business development to president of Millsport. Basche moved to chairman of Millsport and chief relationship officer for The Marketing Arm, while Millsport founder Jim Millman ended his association with the company to launch an agency called Partnership Marketing Connection (PMC).
In 2006, Dan Belmont joined Millsport as president, replacing Howard Jacobs, who left to join Millsport client XM Satellite Radio
XM Satellite Radio
XM Satellite Radio is one of two satellite radio services in the United States and Canada, operated by Sirius XM Radio. It provides pay-for-service radio, analogous to cable television. Its service includes 73 different music channels, 39 news, sports, talk and entertainment channels, 21 regional...
as SVP of strategic partnership marketing.