SWD Sportsworld

RNS Number:1482K
Sportsworld Media Group PLC
8 May 2000


                   SPORTSWORLD EXPANDS FREESPORTS PORTFOLIO
                      WITH INTERNATIONAL TRIATHLON UNION

Sportsworld  Media  Group  plc, the sports, media and entertainment  business,
announced today its appointment as exclusive marketing and media agent to  the
International Triathlon Union (ITU), the governing authority for the sports of
Triathlon, Duathlon and related multi-sports worldwide.

Under the terms of the six year renewable contract, Sportsworld will provide a
range  of  brand  marketing services to extend the Triathlon's visibility  and
profile.  In  return, Sportsworld has exclusivity to the media  and  marketing
rights  attached to the events, which are becoming increasingly attractive  to
broadcasters,  but  have  traditionally been  under  exploited.  Sportsworld's
ongoing  strategy includes the development of a completely  new  range  of  TV
products  and  the creation of a series of elite level events to leverage  the
value of the rights.

Sportsworld's  involvement with freesports began with the acquisition  of  SSM
Freesports in April 1999, and consequently the Company has a strong  focus  on
new  generation and lifestyle sports, such as snowboarding and surfing,  which
appeal  strongly  to  a  16-35  demographic, which  is  highly  attractive  to
advertisers.  SSM  believes  Triathlon  is  an  excellent  addition   to   the
Sportsworld portfolio, has great potential for television, and is anticipating
strong  take up by broadcasters for the new 12 part series for the year  2000.
Distribution has already been secured in 50 countries.

In the past 10 years, Triathlon has created a strong national presence in well
over  100  countries and its appeal is reinforced this year by  its  inaugural
appearance in the Sydney Olympics. The women's Triathlon event is to open  the
Olympic Games, symbolising a new attitude to sport in the millennium.

Commenting  on  the  contract win, Sportsworld's Chief Executive  Geoff  Brown
said:

"The  addition of Triathlon to our portfolio of freesports is consistent  with
our  strategy of expanding further into this exciting and fast growing  market
which,  with  its  16-35 demographic, is an increasingly  popular  programming
market  with  international  broadcasters.  Our  programme  for  the  ITU   is
ambitious, but eminently achievable."
ITU President, Les McDonald commented:

"We  considered  a  number of potential partners, but  Sportsworld  and  SSM's
approach  to  our  sport was by far the closest to our  expectations.  We  are
confident  that Sportsworld has the energy and sophistication to  develop  the
ITU into an extremely strong brand."


Enquiries:

Geoff Brown, Chief Executive
Sportsworld Media Group plc             Tel: 020 7240 9626

Shaun Whatling, Director
SSM Freesports                          Tel: 020 8785 0851

Tim Spratt / Tania Wild
Financial Dynamics                      Tel: 020 7831 3113


END
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