Crossmedia has launched XM
Sports and Entertainment to help clients assess sports partnerships and has hired sports marketing veteran Neil Carl to run it.
Carl was most recently with RedPeg Marketing.
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Kamran Asghar, global CEO
and co-founder of Crossmedia, said the differentiator in the agency’s new sports unit is that it will “connect sponsorship strategy, media planning and measurement from the
start.”
Doing so, he added, will help “clients make better decisions and understand the full impact of their sports marketing efforts and
investments.”