NEW YORK: Omnicom siblings Porter Novelli and Millsport Sports have decided to play ball. The two firms last week announced the formation of PNM Sports, a joint venture that will pair PN's PR capabilities with Millsport's sports marketing experience.
Given the current corporate-centric direction of the sports PR sector, the arrangement makes sense for both parties. PN can use Millsport's reach in the sports community to increase the effectiveness of its corporate clients' sponsorship programs, while Millsport adds PR to its marketing equation. The firms had worked together in the past on several projects, including GTE's 'Life's Playbook,' a program in which college student-athletes talked to teenagers about balancing academic, athletic, and social activities.
Both parties are bullish on the role of PR in sports marketing. 'PR is a great leveraging device for sports sponsorships,' said Jim Millman. Added PN CEO Bob Druckenmiller, 'There's no question that sports marketing programs need a stronger communications component.'