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.
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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.