The agency is promoting Nobok, backed by £10m of funding from UK-based investors, to 30 to 55-year-old male sports fans.
Nobok has recruited former England football manager Sir Bobby Robson as its launch figurehead. Other big names will soon join him, it pledges.
Nobok is to offer online auctions for memorabilia and hospitality at sports fixtures.
Pitch MD Henry Chappell said Nobok 'promises to become a major global sports brand'. A US launch is planned later this year.