The free weekly magazine, which is distributed to London commuters as well as in gyms and health clubs in the South East, has given over the first half of the 17 August issue to Setanta, including a cover corner, contents strip, the first four right-hand pages and sponsorship of the TV listings.
The campaign, brokered by BLM, will highlight the broadcaster's new football packages, including exclusive rights to Monday night games.
The deal coincides with Sport's tie-up with men's grooming brand L'Oreal Paris Men Expert, planned by ZenithOptimedia, to kick off the start of the Premier League season.
It will brand the new weekly football preview page, which is to include an overview of the upcoming week's Premier League games.
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