Amp'd Mobile Rides to Exclusive Multiyear Deal with Professional Bull Riders; Amp'd Will Serve as PBR's Official Wireless Provider as Well as Provide Mobile Content to Amp'd Subscribers and Live Event Broadcasts Beginning April 7, 8 and 9.

LOS ANGELES -- Amp'd Mobile, the first fully integrated mobile entertainment company, today announced it has joined with Professional Bull Riders, Inc. (PBR) as the official wireless service for the PBR. Dedicated to bringing the freshest, hottest and most exclusive entertainment to 18-to-35 year olds, Amp'd will simulcast PBR events that feature the best bull riders and bulls in the world, directly to the handsets of Amp'd Mobile members live.

As the official wireless partner of the PBR, Amp'd will exclusively offer PBR programming in the mobile space. Amp'd will create a PBR channel as part of Amp'd Sports to deliver the live broadcasts of the PBR Built Ford Tough Series of events as well as exclusive behind the scenes content from PBR's top riders, stock contractors, bullfighters and other key personnel. The PBR channel will also offer mobile customers exclusive PBR content such as interactive games, ringtones, wallpaper and more. The Amp'd live event broadcasts will be complementary to OLN and NBC coverage of the PBR, and provide virtually unlimited access to PBR events anywhere, anytime.

As part of the partnership, Amp'd will be the presenting sponsor at several marquis PBR events and elements of Amp'd wireless services will be incorporated into PBR's live events, providing an on-site interactive experience for PBR fans.

In late 2005, Amp'd was the first carrier worldwide to mobilecast a pay-per-view sporting event to its handsets, and has since mobilecast other live events. In addition to offering subscribers instant wallpapers, screensavers and ringtones, this partnership provides other exclusive PBR content including access to in depth results and statistics, fourteen years of archival video footage, special event coverage, rider interviews and profiles, and "best of" clips of PBR content.

"Amp'd saw an immediate fit with Professional Bull Riders and we look forward to broadcasting two to three nights of live PBR action each week," said Seth Cummings, senior vice president, wireless content & Internet services for Amp'd Mobile. "PBR network television ratings are on par with mainstream sports like NBA, college sports like NCAA Basketball, and far exceeds the popularity of niche sports such as surfing. Amp'd is excited to move away from the shore and exclusively broadcast the leading sport of America's heartland."

"The PBR has always been on the leading edge to embrace new ideas and new technology," said Sean Gleason, chief operating officer of the PBR. "The Amp'd Mobile product offering is innovative, genius in its design and unquestionably on target for the wireless space and audience. The partnership between Amp'd Mobile and PBR is a perfect fit of business culture, complementary products and shared objectives. PBR can promote Amp'd Mobile service to our fans with full confidence, knowing that it is an experience they soon won't be able to live without."

About Amp'd Mobile

Amp'd Mobile is the first integrated mobile entertainment company for youth, young professionals and early adopters. By leveraging the power of broadband wireless (EVDO), Amp'd will offer traditional services such as voice and text within a completely fresh user interface designed specifically for the "mobile graduate" and third-generation (3G) technology. With a myriad of customizable options to meet each person's individual needs, Amp'd will bring a more relevant, personal experience to the wireless lifestyle with unique music, video, community, entertainment, sports and gaming offerings divided into various channels for quick and easy access. Launching nationwide at the end of the year, more information can be found at www.ampdmobile.com.

About PBR

More than 104 million viewers tune in each year to the PBR on NBC, OLN and on a host of foreign networks across the globe. With over 500 hours of prime time programming annually PBR ranks among the most prolific sports on air, in addition to attracting over one million live event attendees each year with its multi-tiered event structure which includes the marquee Built Ford Tough Series presented by Wrangler, the U.S. Smokeless Tobacco Company Challenger Tour, the PBR Canada Rocky Cup presented by Dickies series, the Enterprise Rent-A-Car Tour, and the Discovery Tour, designed specifically for entry level contestants. The PBR's governing board of directors is comprised of renowned bull riders who have developed the event into a stand alone sport which is experiencing unprecedented growth in global popularity. The PBR is headquartered in Colorado Springs, Colo., and has over 600 athletes competing in more than 100 PBR sanctioned competitions.