Its original publisher was David Sullivan. Advertising in the Sunday Sport was once the responsibility of Sullivan's protegee Karren Brady, who went on to become managing director of Birmingham City Football Club and vice-chairman of West Ham United. The last editor was Nick Appleyard, appointed in September 2007. His predecessors included Michael Gabbert and Paul Carter. It had a sister daily title, Daily Sport.
It ceased publication and entered administration on 1 April 2011. However, it shortly returned to publication on 8 May after it was re-acquired by its original publisher David Sullivan for £50,000.
It always has a salacious edge, mirroring The Sun's page three, except spread across more of the pages. Following the departure of editor-in-chief Tony Livesey in August 2006, the paper moved towards more showbiz content spiced with sex, glamour and unique humour. Most issues came with a free gift, which could be free pints of lager, free downloads, free sex DVDs or even free tomato ketchup squeezy holders.
In recent years, the paper has endured circulation difficulties as other publications mixing sex, humour, sport and news have launched and the Sport has come to be seen as outdated. The paper revamped its content and attempted to reposition itself, aiming to be a tabloid "for men". The managing director of Sport Newspapers, Andrew Fickling, said, "We think there is an opportunity to take readers from the Star and The Sun, as those papers feminise."
The Daily Sport and Sunday Sport helped launch the careers of many page 3 models, including Linsey Dawn Mckenzie, Solange Hop, Cherry Dee, Zoe Parker, Josie Shaw and Dani Thompson.