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Sep 13, 2012

Sport Takes Up Bloomberg Square Mile Relay Baton

Sport, the country’s most popular sport magazine, will take the next step in its journey as a staple of London life as Official Media Partner of the Bloomberg Square Mile Relay – to be run in the capital for the sixth time on 20th September.

The magazine, which has a circulation of more than 300,000 in the capital, was the first large-scale free magazine in London and has grown to become synonymous with the London commuter experience.

Its special relationship with the Square Mile’s sports fans is one that it shares with the Bloomberg Square Mile Relay, which sees the City’s fiercely competitive professionals swap their suits for tracksuits and form teams of ten to carry their relay baton around a demanding run taking in alleyways, staircases and shopping arcades over a unique and challenging one-mile course.

More than 1,000 runners have already confirmed their places in the annual event.
Sport’s coverage of the Bloomberg Square Mile Relay will include both the magazine and iPad edition of Sport, with bonus content to be available to race participants both on the night and in advance. A unique early edition of the magazine with a special Bloomberg Square Mile Relay cover will also be given to spectators and participants in the week of the race.

Simon Caney, the Editor-in-Chief of Sport, commented: “Sport believes in delivering quality to London’s sporting-mad commuters, and the Bloomberg Square Mile Relay achieves that year on year. We’ll have a team of ten taking their places alongside more than 1,000 other runners in this year’s event, and we’re confident we won’t drop the baton.”

Nick Keller, CEO of Square Mile Sport, added: “Sport sits right at the heart of London life, especially for those working in the City. Almost every runner in the Bloomberg Square Mile Relay picks up a copy of the magazine every week, and the incredibly competitive and talented athletes we have competing in the event will be excited at the fact that a winning performance will end with their names in print on the desks of their colleagues and peers throughout the City.”

Every year, the Bloomberg Square Mile Relay’s winning team also receives a cheque for £5,000 to go towards the charity of their choice. In 2011, the Down’s Syndrome Association was presented the cheque by Wales and British Lions legend Scott Quinnell.

The Bloomberg Square Mile Relay’s other Official Partners include Virgin Active – a brand, like Bloomberg and Sport, at the heart of London life. For Virgin Active’s latest video training tips or for more information, visit http://www.squaremilesport.com

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