Parallel Blue Sport aims to help sponsors build client relationships, provide sports travel logistics for athletes and officials attending major events and manage event activity in and around sporting events.
The agency is currently working with the Royal Yachting Association and the Skandia Team GBR.
It is also the official hospitality provider for the Cowes Week sailing regatta.
Parallel Blue Sport's business manager Mike Clay will head up the new division.
He said: "The new division complements our existing activities perfectly and we have a team on board with a huge range of experience in the sporting arena. We are looking forward to working with a range of partners on exciting events in the run up to London 2012."