The Evening Standard is staking a claim to sport in the capital by becoming title sponsor of a new event, The Sport Show.
The show runs from July 4 to July 6 and is designed to encourage the public to try participating in a wide range of sports. Visitors will have the opportunity to test out a range of sports from fencing to football.
The newspaper will run an advertising campaign and in-paper competitions, ticket offers and promotions for the event. The newspaper will also produce a show preview.
The show is endorsed by sports bodies including the Football Association, Rugby Football Union, and the England and Wales Cricket Board. Associate sponsors include Kiss FM and satellite television station British Eurosport.
Brand controller of the Evening Standard Matt Chambers says: “By becoming title sponsor of the event we are reinforcing our commitment to all levels of sport, from the national side to grassroots.”
Plans by rival publisher Express Newspapers to launch a free newspaper in London are being taken more seriously by insiders with the appointment of former Evening Standard advertising director Mike Orlov to head the ad sales team for the project.