PlayStation®2 and 989 Sports® Set to Kick Off got milk? 3v3 Soccer Shootout 2004 National Tour

Sony Computer Entertainment America Inc. and 989 Sports® announced today its sponsorship of the got milk? 3v3 Soccer Shootout 2004 National Tour, which will visit 67 cities in 36 states across the country between April 17 and August 22. As the official software, hardware and peripheral videogame sponsor of the tour, Sony Computer Entertainment America will distribute demo discs of 989 Sports games and EyeToy™ coupons in the participating player gift bags. Additionally, Sony Computer Entertainment America merchandisers will host in-store events at participating Toys "R" Us locations during player check-in on the Friday nights prior to tournaments and will showcase World Tour Soccer 2005 and MLB™ 2005 on interactive kiosks and signage at each stop.

(Logo: http://www.newscom.com/cgi-bin/prnh/20000510/SFW104-a )

The got milk? 3v3 Soccer Shootout 2004 Tour is a series of weekend soccer festivals that offer competitive three-on-three soccer action for players of all ages and skill levels. Teams including youth, adult and co-ed are placed into divisions based on ability, age and experience. Winning teams from local tournaments across the United States move on to regional tournaments and eventually to the National Finals event at Disney's Wide World of Sports® Complex in January.

"With the popularity of soccer among the youth of America, this tour gives us an opportunity to reach a large and diverse audience," said Sharon Shapiro, director, promotions, Sony Computer Entertainment America. "Sponsorship of this type of grassroots tour illustrates our commitment to developing fun, interactive experiences for consumers of all ages to experience our games."

Available at retail now, World Tour Soccer 2005 promises to build upon the popular videogame franchise and deliver a true soccer simulation for the PlayStation 2 computer entertainment system. Now in its third year, the World Tour Soccer franchise has set the tone for unmatched play options and realism for the core soccer enthusiast.

Furthering the global soccer experience, World Tour Soccer 2005 offers more than 900 international and league teams from around the globe, 18,700 players from 30 divisions and 22 leagues including classic teams from the past like the 90's Barcelona team, the 80's Milan team and the 70's Liverpool team.

With multiple modes of play including Exhibition Match, Season, Career, and Challenge Mode to choose from, combined with intuitive controls, the revolutionary icon- passing system, incredibly smart artificial intelligence (AI), and immaculately detailed stadiums from across the globe, soccer fans will experience unparalleled gaming action.

The independent Entertainment Software Rating Board (ESRB) rates World Tour Soccer 2005 "E" for Everyone. For more information about the ESRB visit www.esrb.org.

Currently available in stores, MLB 2005 is the most authentic baseball simulation created for the PlayStation 2 computer entertainment system. MLB 2005 features 13 extensive gameplay modes including EyeToy™ functionality which puts a players face in the game by use of a USB camera, Online playability through 989SportsOnline.com complete with 32-team tournaments, live sports tickers and an all-new Sports Cast Manager allowing gamers to manage games, an all-new Franchise Mode that allows players to control every aspect of running a baseball franchise, and an innovative Career Mode that takes gamers from Class-A ball to the Fall Classic.

MLB 2005 integrates new gameplay options like pressure sensitive controls, all-new pitcher and batter interfaces, and Voice Recognition that allows gamers to call their pitch via a USB headset without the touch of a button. With more than 3,500 personalized animations, 60 frame-per-second gameplay, new player models, fully animated crowds and more, MLB 2005 promises an unmatched baseball experience.

The independent Entertainment Software Rating Board (ESRB) rates MLB 2005 "E" for Everyone. For more information about the ESRB visit www.esrb.org.

About 989 Sports

989 Sports® is the sports software brand of Sony Computer Entertainment America Inc. Known for its top-selling sports franchise titles such as NFL GameDay™, MLB™, NBA ShootOut, NHL FaceOff™, NCAA® Final Four® and NCAA® GameBreaker™, 989 Sports is committed to developing authentic and innovative sports games to appeal to both the professional athlete and hard-core sports videogame fan.

About Sony Computer Entertainment America Inc.

Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® and PS one™ game console, and the PlayStation®2 computer entertainment system. The PlayStation 2 computer entertainment system is set to revolutionize the home entertainment market, offering the most compelling interactive content and the capability to be used as a network terminal in the coming broadband era.

Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation family of products and develops, publishes, markets and distributes software for the PS one game console and the PlayStation 2 computer entertainment system for the North American market. Based in Foster City, Calif. Sony Computer Entertainment America Inc. serves as headquarters for all North American operations and is a wholly owned subsidiary of Sony Computer Entertainment Inc.

About HOST Communications, Inc.

The got milk? 3v3 Soccer Shootout is owned and produced by HOST Communications, a Lexington, KY.-based subsidiary of Bull Run Corporation (NASDAQ: BULL). With more than 20 U.S. offices, HOST provides comprehensive sales, marketing, multimedia, special event and convention/hospitality services to domestic and international grassroots sports and lifestyle events, NCAA Division I universities and conferences and national/global associations. For more, visit the corporate site at www.hostcommunications.com.

Visit us on the Web at http://www.989sports.com/ .

For more information on the 2004 got milk? 3v3 Soccer Shootout National Tour, visit http://www.gotmilk3v3soccer.com/ .

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SOURCE: Sony Computer Entertainment America Inc.

CONTACT: Paul Murphy of Sony Computer Entertainment America Inc.,
+1-858-824-5963, or paul_murphy@playstation.sony.com; or Marc Feuerstein,
+1-310-274-7800, or mfeuerstein@bncpr.com, for Sony Computer Entertainment
America Inc.

Web site: http://www.hostcommunications.com/

Web site: http://www.gotmilk3v3soccer.com/

Web site: http://www.989sports.com/

Web site: http://www.playstation.com/