LONDON: As UK newspaper publishers grapple in the London freesheet arena [WAMN: 05-Sept-06] a new contender is about to jog onto the city's streets in the shape of a weekly sports magazine.

The French format, imaginatively titled Sport, is set to appear every Friday, starting September 29, and will feature interviews, match previews and a guide to sports coverage on television, in addition to features on participation sports.

Paris-headquartered publisher Sport Media & Strategy launched the Gallic version of the magazine two years ago and it is now distributed in 11 French cities with a circulation of 525,000 copies a week.

It claims to reach more men in the country than any other title and became profitable at the end of last year.

The UK edition, targeted at ABC1 men aged 18 to 40, will be distributed outside subway and train stations in London and through gyms, sports clubs, company headquarters and through partnerships with UK airlines.

Publishing director in London is Greg Miall, erstwhile head of global sales at free newspaper giant Metro International, while editor-in-chief Simon Caney once headed an Emap soccer title.

Data sourced from Media Week (UK); additional content by WARC staff