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 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 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 a 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.’

For further information please contact:

Geoff Brown, Chief Executive
Sportsworld Media Group Plc
Tel: +44 (0) 20 7240 9626

Shaun Whatling, Director
SSM Freesports
Tel: +44(0) 20 8785 0851

Tim Spratt/ Tania Wild
Financial Dynamics
Tel: +44 (0) 207831 3113