Sport magazine hands out 'light sabres' in Star Wars promo

Sport, the weekly free magazine handed out to roughly 300,000 Londonders, has teamed up with 20th Century Fox to promote the launch of ‘Star Wars Episode 1: The Phantom Menace’ in 3D. The partnership will include a limited number of ‘light sabres’ being handed out on the streets today (10 February 2012).

The light sabres are actually special edition covers designed to look like the iconic Star Wars weapons, wrapped around a Star Wars-focused magazine. They are being handed out by Sport distributors in 'Star Wars' clothing in London’s West End.

The deal will also see TalkSport radio, like Sport magazine part of the UTV stable, giving away 'Star Wars' prizes all day, while all on-air show credits will be 'Star Wars'-related and use the films’ theme music.

TalkSport is asking its 144,000 Twitter followers for suggestions of 'Star Wars'-themed footballers, through a special hashtag.

The deal was arranged through Vizeum Sponsorship. Sam Fowler, creative solutions executive, Vizeum, says: “Working with TalkSport and Sport magazine offered us the perfect opportunity to reach a large father-and-son audience with a selection of engaging and bespoke activation ideas.”

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