The joint venture will be led by Jeremy Galbraith, chief executive of Burson-Marsteller in Brussels, Terrence Burns, president and chief executive of Helios partners, and Frank Craighill, chairman of Helios Partners.
All three have considerable management consultant experience and have developed sports marketing for the the last 21 years of the Olympic Games and the World Cup.
Burns has served as the International Olympic Committee's senior vice-president of marketing and founded Helikon Media in 2000 and Helios Partners with Craighill in 2004.
Craighill was part of the team that pioneered Olympic sponsorship in the 1980s by developing The Olympic Program, as well as setting up sports marketing agency Advantage International before it was acquired by the Interpublic Group and renamed Octogan in 1997.
He also set up ProServ, one of the world's first sports management companies.
Thomas Nides, Burson-Marsteller president and CEO Worldwide, said: "Winning and successfully implementing global Olympic and sports marketing programmes today requires an in-depth understanding of the sports industry and its key players.
"Terrence and Frank have demonstrated an intimate knowledge of both dimensions and Burson-Marsteller is excited to join forces with them to provide our clients with an unparalleled team of senior management consultants that deliver tangible results."
In addition, Helios Partners will work closely with Burson-Marsteller Asia Pacific to develop sports marketing opportunities for the upcoming 2008 Olympic Games in Beijing.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .