Joint venture spawns sports title

Sports Business magazine and Variety are joining forces to produce a supplement, Sportainment, to exploit the convergence of the sports and entertainment industries.

Sports Business magazine and Variety are joining forces to produce

a supplement, Sportainment, to exploit the convergence of the sports and

entertainment industries.



The supplement will be published initially as a one-off that will be

bound onto the 26 July issue of Variety and the August issue of Sports

Business.



If there is sufficient response from advertisers and readers, it will be

launched as a standalone quarterly title.



Sports Business publisher Andy Rice said the idea arose from the number

of sports that have become popular for their sheer entertainment value

rather than any competitive reasons. Such sports include wrestling,

snowboarding and mountain biking. He also highlighted the phenomenon of

top sports names becoming highly prized celebrities.



’Is David Beckham more valuable as a celebrity or as a footballer?’

asked Rice.



Variety and Sports Business have paid-for circulations of 35,000 and

5,000 respectively, with a combined global readership of 150,000. Sports

Business is aimed at organisations involved in the business of

sport.



The 32-page supplement will have a 50 per cent ad ratio. Ads are being

sold by the Sport Business team of five, headed by sales director Mary

Archbold, and Variety’s sales teams in London, New York, Los Angeles and

Sydney. Variety’s London office has five sales staff managed by European

sales director Eric Mika.



Rice said the project is ad driven. An example of one of the advertisers

is Worldzap, the mobile phone device that can transmit footage of

football goals or bands’ new releases, for example.



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