Shaw will oversee 19's activity in the sports world, focusing on creating properties around the Honda Formula One Racing Team.
The role will cover traditional sponsorship of the cars and the drivers, Jenson Button and Rubens Barrichello, as well as branded content and brand extensions.
Shaw, who left Universal last December, had helped the media network build its content activity with the launch of UM Programming, a unit specialising in creating advertiser-funded content.
Shaw said: "As the fragmentation of traditional media audiences continues and new technology impacts on all forms of communication, the relevance of branded content and the extension of brands will increase. 19 is uniquely placed to take advantage of this shift."