Crossmedia Adds Sports and Sponsorship Unit

Independent media agency Crossmedia has launched a dedicated sports and sponsorship practice, XM Sports and Entertainment, to help clients evaluate, activate and measure sports partnerships; and has appointed Neil Carl to lead it.

Carl brings decades of experience in sponsorship consulting, experiential marketing, brand leadership and integrated partnership strategy, most recently from RedPeg Marketing where he spent two years as Director, Business Strategy for Sponsorship and Experiential, leading strategy for multi-million dollar sports and entertainment sponsorships. Earlier he spent more than a decade as an Account Director and Group Account Director at marketing services firm Intersport.

Crossmedia operates independently of sports properties, rights holders and inventory sellers, allowing it to evaluate sponsorships, media investments and partnership opportunities without commercial bias. 'The future of sports marketing isn't more specialization. It's better integration,' says Global CEO and co-founder Kamran Asghar. 'Media has always been one of the most powerful ways brands participate in sports. What's been missing is a way to connect sponsorship strategy, media planning and measurement from the start. XM Sports and Entertainment brings those disciplines together, helping clients make better decisions and understand the full impact of their sports marketing efforts and investments.'

Web site: www.xmedia.com .