Palmer Jarvis Communications of Vancouver has formed a sports and event marketing division called First Event.

The new unit has opened with one account, the international sponsorship marketing rights for the 1999 Pan American Games.

First Event is responsible for the Games’ merchandising licensing agreements, in addition to marketing and corporate sponsorship programs.

Rod Palson, a vice-president and co-founder of Palmer Jarvis in Winnipeg, is managing partner of First Event.

Peter Fassbender, president of PJS Communications, will manage the Vancouver office and co-ordinate business development in Eastern Canada.

Representation in the u.s. is being handled by Jack Vincent, a sports marketing consultant.

Vincent will also manage Latin America, in conjunction with Carlos Garcia, a Spanish-language journalist and diplomat based in Toronto, where he also functions as honourary consul to Uruguay. PS