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