The new division, an extension of ZenithOptimedia's Alliance sponsorship business, will advise and negotiate on sponsorship opportunities for clients.
Its first client is Toyota, which it will advise on sponsorship opportunities now that the car-maker has ended its Formula One sponsorship deal with ITV.
ZenithOptimedia handles media planning and buying for Toyota, but will now use information from the Alliance research division, Sponsorship Intelligence, to deliver sponsorship for Toyota.
Tim Brady, the managing director of Alliance, said: "This addition to the Alliance structure is a natural development of our business and we are delighted to start with Toyota as our first customer. It was important that we could demonstrate to Toyota that we were able to evaluate ROI from their sponsorship activity."
The roll-out of Alliance Consulting is the latest in a series of changes made since the ZenithOptimedia chief executive, Antony Young, announced its "ROI agency" positioning a year ago. It also offers clients direct marketing through Zed and modelling through the high-end consultancy Ninah.
Separately, ZenithOptimedia has been appointed to handle planning and buying for the credit management company Atradius.