The freesheet market is changing rapidly - especially in London - but there is nothing like this available. Sport was hugely successful in Paris, where it launched in 2004.
Where can people pick up a copy?
Initially it will be distributed to train stations, gyms, major company headquarters in London, and on some flights. But we have plans to roll out to other major cities soon. It is aimed at affluent males aged 18-40 - the sort of people who might also read, say, GQ.
Describe your content.
The front half is about sport. As we come out on Fridays we will be previewing rather than reviewing sporting events. We will carry analysis, insight, statistical information and interviews with sportsmen, rather than listing the weekend's results.
So it is a magazine of two halves. What's in the second part?
It is more leisure-focused, covering extreme sport, exploration, health and fitness, gadgets, equipment, DVDs and books, as well as a TV guide.
How can PROs help?
We appreciate access to sportsmen for interviews. And while our journalists are well versed in everything sporty, we like to back up stories with facts, figures and expert opinions, so access to those would be helpful. Getting in touch a couple of weeks in advance would be best.
Do you need tickets to events?
Events can be good for meetings, but we are not in the business of doing match reports, so we probably wouldn't be specifically able to report on them. It is best if the event is something that could feed into a feature. We are able to look at topics that other sporting publications might steer clear of - quirky sports such as 20/20 cricket or record attempts.