New upmarket sports mag to be launched next month

A new sports magazine is being launched by London-based customer publishing company Illustrated London News next month.

Podium will be published six times a year and is marketed as an ‘upmarket sports magazine aimed at affluent men”. It launches on 27 July and 35,000 free copies will be distributed to business and first class airline passengers.

It will also be distributed to Eurostar premier class passengers and in private jet lounges by the global airline supplier DMD.

The magazine will also be available online at or on iStore.

The launch issue features Olympic 100m gold medallist Usain Bolt, London 2012 chief executive Paul Deighton and Formula One driver Lewis Hamilton.

ILN chief executive Lisa Barnard said: ‘What sets Podium apart is that there is currently no high-end magazine aimed at an affluent audience that covers sports stylishly and intelligently.

‘This is a magazine about people at the top of their game, which will be read by people at the top of their game, on the device of their choosing.

‘With our unique distribution model we have a guaranteed, captive audience from the moment of launch, and the high proportion of business people flying first or business class with a passion for sport means PODIUM will be a must-read.

‘With our audience, the gap in the market, ILN’s track record in creating ground-breaking luxury content and our talented team, we are on to a winner.”

The editor of Podium is Andy Tongue, who was previously responsible for the IOC’s Olympic Review and has worked on the official Six Nations and British Lions titles and the Classic Sports Series.

The art director is Corey Jackson, who has worked for Condé Nast, Dennis and Future Publishing

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