The out-of-home media owner's Brandspace division will target new below-the-line business and SportsRevolution will continue to work with established clients.
Brandspace will manage promotional activity across 69 football grounds and 13 rugby stadia, with a reach of more than four million men a month.
It will also sell seat-back sponsorship at the rugby sites, including seven Guinness Premier League grounds.
Paul Soanes, group business development director at Promotion Space Group, said sports stadia offer brands an "enormous captive audience" of predominantly ABC1 males.
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