Global marketing company XIX Entertainment have reached an agreement with European Rugby Champions Cup organisers to find sponsorship partners for the new tournament, Press Association Sport understands.
The 20-team competition kicks off next season as successor to the Heineken Cup, which ends in Cardiff next weekend when Saracens and Toulon contest the 2014 final.
A spokesman for XIX Entertainment, a company owned by entertainment guru Simon Fuller, did not want to comment on a newspaper report linking them with the new competition.
But it is thought that an agreement has been reached between tournament officials and XIX Entertainment to discover prospective backers in a Champions League-style package of sponsors, that could include Heineken.
An official announcement could be made within a fortnight.
XIX Entertainment's current client base includes sports stars like Lewis Hamilton, Bradley Wiggins and Andy Murray, while Fuller was the creator of Pop Idol and managed the Spice Girls.
The company's celebrity portfolio has also included David and Victoria Beckham.