The agency plans to unveil its new division this month, when its website (www.definitivesport.co.uk) goes live.
Managing director Lisa Pennington, who has worked in the sports industry, said the new division took advantage of the agency's expertise, having already managed global hospitality projects at sporting events around the world.
"The aim is that Definitive Sport will work with sponsors and stakeholders of major sporting events around the world to build client relationships, manage travel logistics for guests, athletes and officials, and undertake the management of event activity and hospitality programmes in and around championships," said Pennington.
"With a decade of sport coming to the UK and the major sporting events happening around the world, it was a natural progression."
Definitive Events is currently looking to recruit a business development director to head up the events side of the business, while Pennington concentrates on the sports division.