Metro International S.A. announced that Publimetro, its Mexican version, is launching a bi-weekly free sports title with local partners Inmobiliaria Torraco and MX Shares in Mexico City, a press release posted by MarketWatch announced today.

In Mexico, the sports advertising market is valued at US$28.4 million per year. It is currently dominated by Record, a paid title, with 70 percent share, according to Market Watch.

Publisport, with 100 percent sports related content, will be the first free paper in the market. It will have a daily circulation of 40,000, delivered Monday and Friday.

According to Mikael Jensen, President and CEO of Metro International, "Given the size of the market for sports advertising in Mexico, launching a sports publication under the Metro umbrella is a logical step. This step is furthermore a good example of Metro's strategy to grow in present markets by brand extensions."

Besides at Publimetro's distribution points, the free title will also be handed out at sports related distributions points, such as stadiums and gyms. It is targeted 18-49 year old male sports amateurs, Newspaper Innovation reported.

"Metro readers are very interested in sports. A good quality sport publication will offer an attractive target audience for advertisers. In addition the timing is excellent with the Soccer World Cup commencing in June, where Mexico's participation is of great interest for the Mexican people," said Pablo Mazzei, EVP for Latin America of Metro International.

Currently the sports advertising market in Mexico is worth US$28.4 million per year. It is dominated by a paid sports newspaper called Record that captures 70 percent of the market share, according to the press release. The Publisport is launched in association with Metro's local partners Inmobiliaria Torraco and MX Shares.

Savita Sauvin contributed to this report