It follows the merger of marketing agencies CWL and Prisma with the holding company KirchSport.
Dr Alexander Liegl, executive director for sports rights at KirchMedia, said: "As a result of restructuring the sports rights business, we have bundled the know-how of our sports rights marketing staff into one company, and can offer clients an optimal service from one provider."
KirchSport was formed in the summer of 2000 as a holding company for the two agencies.
These have now ceased to exist as independent brands. KirchMedia holds the KirchSport shares via its wholly-owned subsidiary, TaurusSport, which has now been renamed KirchSport. This company supplies sports rights to the groupB4s free-to-air and pay-TV stations as well as to its multimedia services.
Oscar Frei, chairman and president of KirchSport added: "From an organisational point of view, amalgamating KirchMediaB4s sports-marketing activities enables us to utilise existing resources effectively for selective expansion of our core business and to develop new growth markets."
KirchSport's sports rights portfolio includes the World Ice Hockey Championships and the European Handball Championships, along with a wide range of football rights, including the broadcasting rights to the 2002 and 2006 FIFA World Cups.
