Sports Marketing Experts | Agency Leadership

Agency Leadership

Millsport's senior executives are readily available for commentary, insight, and analysis on a wide-range of sports marketing, sports business, and sponsorship topics. To arrange an interview, members of the media should contact Chris Anderson at (214) 259-3290.

Jim Biegalski

Vice President, Consulting

Jim Biegalski is vice president of consulting for The Marketing Arm, responsible for the management, strategy and allocation of client sponsorship budget, including domestic and international properties.

Prior to joining The Marketing Arm in May 1999, Biegalski was a corporate marketing and sales executive for the Chicago White Sox and Chicago Bulls where he worked in integrated sponsorship and marketing sales, including media, licensing, venue, promotions and intellectual property rights.

Over the course of his career, Biegalski has developed and negotiated more than 150 sports marketing agreements including the Olympics, Formula 1, MLB, NBA, NFL, NASCAR, NHL, WTA, PGA, LPGA and NCAA properties.

Frequently quoted in the press as an expert on sponsorship and venue naming rights, Biegalski directs The Marketing Arm’s Chicago office. He earned a bachelor’s degree in political science from Colgate University where he was a member of the men's basketball team.

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Featured Case Studies

Tostitos Team Build

Objective
Tostitos' marketing goals were to increase awareness, improve brand equity, increase purchase frequency and communicate a new brand message. When presented with the halftime promotional creative brief, Millsport was tasked with additional objectives given the unique dual game model. Tostitos was looking for an idea that:

–    Delivered a compelling two minute window of airtime during each game
–    Conveyed one cohesive idea that united the two BCS bowl games under a theme of “Better Together”
–    Leveraged the week in between games for PR opportunities
–    Communicated the Brands new messaging: Good Things Happen at the Tostitos
–    Continued the charitable/emotional connection of past programs.

With two games to activate around, Tostitos was challenged with limited funding and the Agency was required to generate an idea that could be successfully executed under $250,000.

Read Millsport's Solution