Launched as Total Sponsorship in 1998, the newly rebranded consultancy will offer strategic and management services to new and existing MEC:Sponsorship clients.
The move reflects the ever-growing importance of all types of sponsorship in the marketing mix.
Jeremy Clark, managing director of MEC:Sponsorship, said: "In the past two years, we have doubled the size of the team in the UK as a result of the changing media environment and the increasing demands from clients for sponsorship expertise."
He added: "We hope that this re-branding will help to stimulate additional interest among clients for an independent sponsorship consultancy service that is wholly focused on maximising the return on their sponsorship investment."
MEC:Sponsorship has recently worked for clients including Norwich Union on the "Do the right thing" campaign, using sponsorship of UK athletics to encourage kids to exercise more.
It has also run Visa's Olympic campaign across Europe, broadcast sponsorships for Sony Ericsson and Schwarzkopf, and has negotiated sporting link-ups for Specsavers.
Rob Norman, chairman of Mediaedge:cia, said: "Our sponsorship division has clearly demonstrated its ability to add value to our clients. The brand change from Total Sponsorship to MEC:Sponsorship will enable more Mediaedge:cia clients to take advantage of the services that are on offer."
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