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Extreme Sports: "unique proposition"

The Observer has produced a supplement, Extreme Sports, sponsored by car manufacturer MG, which will be inserted in the next issue of its sports monthly magazine on Sunday.

The 24-page, A4 supplement is edited by OSM editor Matt Tench and will include features on cliff diving, the Marathon of the Sands and a comprehensive guide on how to become involved in daredevil pursuits.

The Extreme Sports supplement will be supported by in-paper and point of sale promotion. The August issue of OSM will also feature a competition to win a new MG ZS sports car.

Mark Howley, strategic planning director of Zenith Media, who negotiated the deal, said: "The OSM brand has quickly built stature among an intelligent, up-market, thirtysomething audience. It is for people who are passionate about sport.

"This overall proposition is unique, both within the newspaper and the male magazine marketplace."

Stuart Taylor, advertisement director of Guardian News-papers, said: "The Observer has seen the strongest circulation growth among the quality Sunday titles during the last year and in terms of display advertising its increase in market share of 4.9% is significantly greater than any of its competitors."

Helen George, head of Guardian client solutions, which developed the concept, said: "The Extreme Sports supplement with MG demonstrates how we can develop innovative commercial opportunities to match the needs of our clients, creating a quality editorial product, which maximises brand synergy."