The new group will aim to re-imagine marketing to sports fans.

Turner has revealed a new sports marketing division, called Turner Ignite Sports, that will deliver enhanced solutions directly to brands.

The new division will combine four key areas of expertise to provide a full-service partner for advertisers to better engage with sports fans. The four areas include intellectual property (including March Madness, NBA on TNT and more), live events and experiential marketing, creative services powered by Turner Studios and data solutions.

In addition to the existing infrastructure, Turner Ignite Sports has partnered with sports, entertainment, talent and advertising agencies around the world to enable the group to deliver unlimited resources to its clients.

The group will also complement the existing Turner Ignite team, which for the last year has helped brand clients realize opportunities that have driven results through branded content, social optimization, audience targeting and other capabilities on Turner’s entertainment, news and kids’ properties.

“We believe in creating powerful, long-term marketing partnerships rather than being confined by transactional relationships that stop and go because a sport’s season, event or show ends,” says Will Funk, executive vice president, sales and property sponsorships, Turner Sports. “Brands have a huge opportunity to be ‘always on,’ in a genuine, contextually relevant way that adds value to the consumer experience and generates greater results for their business.”