VCCP takes on £2m national launch of The Sportsman paper

Vallance Carruthers Coleman Priest has been appointed to handle the £2m launch of The Sportsman, the national daily newspaper that will focus on betting news.

Vallance Carruthers Coleman Priest has been appointed to handle the &£2m launch of The Sportsman, the national daily newspaper that will focus on betting news.

The Sportsman launches in March and “will cover every aspect of the gaming industry, whether you wish to bet on sport or Big Brother,” according to marketing director Mark Dixon.

The campaign will incorporate press, television, radio and outdoor elements, and will be themed around a variety of straplines that are in the process of being approved by Ofcom.

The Sportsman, the first national daily newspaper to launch in the UK for 20 years, hopes to take on the other nationals but also the Racing Post, which has long enjoyed the status of horse-racing bible.

Press buyers and industry experts are sceptical about whether The Sportsman can offer enough to persuade the four per cent of the UK who claim to bet regularly to buy another paper in addition to their daily newspaper.

But the title has a heavyweight management and commercial team, with former Telegraph Group chief executive Jeremy Deedes as its chairman, former Telegraph and Evening Standard journalist Charlie Methven as editor and former Telegraph marketing director Dixon reprising his role.

The cover price has yet to be decided. However, it is understood that The Sportsman needs a circulation of 40,000 to break even. Media planning is being handled by Mediavest in Manchester.

Latest from Marketing Week

Marketoonist on being agile


Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here