Action Sports Media Expands Partnership With University Of Alabama To Upgrade Football Facility With State-of-the-Art Technologies.

KNOXVILLE, Tenn. -- Collegiate sports marketing leader to help enhance game day experience by facilitating installation of new electronic equipment to historic Bryant-Denny Stadium 

Action Sports Media, Inc., a leader in the collegiate sports marketing industry, today announced it will extend its current partnership with The University of Alabama to manage the new videoboards and LED signage equipment that is being installed in the school's football facility, Bryant-Denny Stadium, for the 2006 season. Already under contract with The University of Alabama to provide technology and marketing services to three other university athletic facilities, Action Sports Media will represent all marketing sales revenues from the new technology inventory at Bryant-Denny Stadium. The new scoreboards and digital advertising displays, which will be the largest ever installed at an outdoor collegiate stadium, will create a more exciting atmosphere and enhance the overall game day experience for fans and all additional parties involved.

Located on the school's campus in Tuscaloosa, Ala., the newly expanded 92,134 seat Bryant-Denny Stadium opened in 1929 and is home to The University of Alabama's Crimson Tide football team. The electronic signage additions are part of a $50 million renovation that will be completed prior to the first home game against Hawaii on Sept. 2. This renovation also includes adding 38 new skyboxes, a club-level area, traditional upper deck seating, a new home team dressing room, media room, recruiting lounge, and new office space.

"Athletics at The University of Alabama are as tradition-rich and storied as any in the country," said Gordon Whitener, CEO of Action Sports Media. "Through our previous work with The University of Alabama to provide signage and electronic equipment to many of the school's other athletic venues, we know how dedicated the Athletic Department is to improving the fans' game day experience. This is an exciting renovation for The University of Alabama, and we are honored to be the exclusive marketer of all in-venue signage and video at Bryant-Denny Stadium. We are confident that this partnership will pave the way for future Action Sports Media opportunities within Division I athletics."

Bryant-Denny Stadium's new videoboards and displays, which will complement the stadium's existing technologies, are produced by Daktronics, the world's largest supplier of electronic scoreboards, computer-programmable displays, large-screen video displays and control systems. The new inventory purchased includes two ProStar(R) 23 mm videoboards for the northeast and northwest corners of the stadium to serve as a video displays, message boards and scoreboards, and two ProAd(R) 23 mm 420' long LED Ribbon boards to provide goal line to goal line exposure along the sides of the stadium.

"For many years now, the game-day atmosphere at Bryant-Denny Stadium has been an experience unlike any other in the country," said UA Athletics Director Mal Moore. "Through installation of the new Daktronics Videoboards and LED signage, we look to enhance the enjoyment our fans' experience on game day. We are excited to extend our contract with Action Sports Media as we continue our improvements and enhancements to Bryant-Denny Stadium."

About Action Sports Media, Inc.

Action Sports Media, Inc., (www.actionsportsmedia.com) provides niche collegiate sports marketing services, specializing in athletic venue media rights. Action Sports Media services its contracts by selling advertising and signage sponsorship rights at various sports venues, and the company has exclusive contracts with premier athletic programs in powerhouse NCAA conferences including the Big East, SEC, Big Ten, Big 12, and Pac 10. The company also markets a software package, Game Ops Commander, that enables scoreboard operators to manage the audio portion of their game-day production; more than 900 groups have licensed Game Ops Commander. Action Sports Media is a privately held company whose principal investor is Parallel Investment Partners, a Dallas-based private equity firm that invests in growing, entrepreneurially led U.S. companies. Parallel (www.parallelip.com) has offices in Dallas and Los Angeles.

EDITOR'S NOTE: Technology renderings available upon request.