The Sportsman, conceived by former Daily Telegraph executives including ex-chief executive Jeremy Deedes, as a national daily newspaper, will take on long-established horseracing daily The Racing Post, but will also cover a wide range of sports and non-sports betting.
Mark Dixon, its marketing director who formerly held the same role at the Telegraph, said the agencies were appointed without a pitch because they had impressed The Sportsman's management in "previous lives".
The campaign will run across press, television, radio and outdoor and is being planned and bought by MediaVest Manchester.
The Sportsman may launch in time for the major horseracing festival at Cheltenham on March 14-17, and is Dixon claims the financial backers it required are now all on board with only the documentation to tie up.
The paper's coverprice has not yet been finalised, but its break-even circulation is believed to be around the 40,000 level. The Racing Post's six-month average ABC circulation is 75,908.
The Racing Post's owner, newspaper giant Trinity Mirror, earlier this month launched a wider sports betting section on Saturdays to boost the paper ahead of The Sportsman's launch.
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