With more than 350 staff in more than 30 locations around the world, the unit, which will include MEC Sponsorship, The Leverage Group and Sponsorcom, will aim to offer one-stop shopping, covering arts, brand-to-brand, broadcast, cause, celebrity, film, gaming, music and sport.
Charles Courtier, the Mediaedge:cia global chief executive, said: "There is an increasing demand from our clients for us to offer a unified sport, entertainment and cause capability."