From this week (13 March), Sport will print 45,000 copies with a tailored high-gloss, cover promoting the new Jaguar XKR car, on top of the original, for 20 high-earning London locations, including Bank and Liverpool Street.
The remaining 275,000 copies will feature the standard cover and content, which features an exclusive interview with Olympic 100-metre world record holder Usain Bolt.
Greg Miall, managing director of Sport, said: "In a recession, it is important that you innovate to stay ahead.
"This new product enables advertisers to reach the UK's highest earners - those who can afford £72,000 - in a powerful, targeted way. We are very pleased to have Jaguar as the launch advertiser."
The deal, brokered by Mindshare, is the first in what Sport hopes will be a new solution to target its high-end audience.
Sport is distributed to London commuters at tube stations, gyms, health clubs and departure lounges at major airports, every Friday.
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