The International World Games Association has hired the Ufa Sports agency as a consultant and its exclusive international marketer.
Ufa will focus on selling all global media and commercial rights between 2013 and 2017, notably the World Games next year in Cali, Colombia and the 2017 event in the Polish city of Wroclaw.
The World Games features sports that are not on the Olympic programme.
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Ron Froehlich, the president of the International World Games Association, said: "Safeguarding the diversity of sport is vital to the international culture of the 21st century. Just imagine: a combined 1.2 billion people around the globe practice sports like inline-skating, karate, rugby or squash.
"Our goal is to further increase this number by improving the prominence of these spectacular sports through excellent sporting achievements under the umbrella of The World Games."
He added: "With Ufa Sports we are happy to have found a competent and experienced partner who will help us achieving this goal."