The company, as yet unnamed, is a deliberate attempt by MindShare to increase its presence in the sports marketing sector. It will, however, continue to offer clients sponsorship consultancy and implementation outside of the sports arena.
The company will combine the Broadmind and Global Sportnet teams and open its doors with four offices in London, Hamburg, Stockholm and Milan.
Further offices will follow through new openings and acquisitions.
Global Sportnet owns the rights to more than 100 football clubs from 32 European countries including Juventus FC and AC Parma. It specialises in sponsorship and the marketing of broadcast rights.
Nick Emery, the chief strategy officer of Mind-Share Worldwide, commented: "MindShare has built a strong reputation for providing our clients with best-in-class strategic solutions in the sponsorship and associative marketing arena. This area is becoming increasingly central to our clients communication strategies and it is the right time to invest further."
David Stubley, previously the managing partner of the former athlete Alan Pascoe's agency, Fast Track Sport & Events, has been appointed as the European chief executive.
Stubley added: "The new company will build on the firm foundations that exist with the joint venture and so benefit from access to the media and insight knowledge of MindShare, along with the sports marketing expertise of Global Sportnet."