'Sporting News,' Holiday Inn to combine on restaurant initiative

NEW YORK: The Sporting News, which has covered the sports industry for 118 years, has teamed up with Holiday Inn Hotels and Resorts to develop sports-themed restaurants at 91 Holiday Inn Select locations around the country.

NEW YORK: The Sporting News, which has covered the sports industry for 118 years, has teamed up with Holiday Inn Hotels and Resorts to develop sports-themed restaurants at 91 Holiday Inn Select locations around the country.

Adam London, VP of business development for The Sporting News, said the partnership represents an opportunity to reach out to new audiences.

"We're always looking for additional platforms to expose our brand to consumers," he said.

The restaurants will be skewed toward a Gen-X demographic, slightly younger than the publication's current readership, London said.

"We're trying to always branch out," he added.

Such a strategy ties in with some of The Sporting News' recent moves, such as the inclusion of fantasy football and baseball coverage on its website.

"We like to think of ourselves as a brand that can speak to any sports fan who has a love and passion," London said.

He added that he hopes to leverage many of The Sporting News assets into the development of the restaurants, two of which will open early next year. Some possibilities include internet access, broadcast of the publication's XM Radio channel, and displays of historical covers.

"It [will make] the experience an enjoyable one, and one where they become immersed with our brand," he said.

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