Sony Computer Entertainment America Announces Sponsorship of ESPN winter X Games Nine

Sony Computer Entertainment America Inc. will once again hit the slopes as a sponsor of the ESPN Winter X Games Nine in Aspen/Snowmass, Colo., from January 29-February 1. In its ninth year, the Winter X Games was voted the premier event by pro riders and this year more than 230 of the top action sports athletes will compete on the slopes of Buttermilk Mountain at Aspen/Snowmass over the four-day period.

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

As veteran sponsor of the Winter X Games, Sony Computer Entertainment America will have widespread presence at the competition sites, Interactive Village and through promotional spots on ESPN, ESPN2 and ABC during the Winter X Games telecasts. For the second year in a row, events from the Winter X Games will be broadcast live, daily, on ESPN and ABC. In all, 16 hours of live competition will be broadcast from Winter X Games between the two networks.

The multimillion-dollar Sony Computer Entertainment America sponsorship also includes category exclusive brand representation, full-page, four-color ads in the on-site program and in ESPN The Magazine, substantial signage and hospitality opportunities during the event, and full-service banner rotation throughout both ESPN.com and EXPN.com Web sites.

"Our deep, long standing commitment to the action sports category is reflected in our continued sponsorship of the Winter X Games," said Sharon Shapiro, director, promotions, Sony Computer Entertainment America. "Year after year, PlayStation and the X Games continue to experience exponential growth and draw the masses to new and exciting forms of interactive entertainment."

Off the slopes of Buttermilk Mountain, Sony Computer Entertainment America will supply the excitement. Athletes and attendees will have the opportunity to play new and soon to be released titles for the PlayStation®2 computer entertainment system. Kiosks will be present at this year's Winter X Games spread amongst the PlayStation 2 booth at the Interactive Village, athlete lounge and VIP areas. Titles on display will include ATV Offroad Fury®3, God of War™, Killzone™, Ratchet & Clank®: Up Your Arsenal and Jak 3™ (ESRB ratings RP-M).

X Games phenom and PlayStation sponsored action sports athlete Shaun White will make a special appearance at the PlayStation booth on Saturday, January 29, from 4 p.m. to 5 p.m. White will sign autographs and distribute his new poster, available throughout the event at the PlayStation booth. At Winter X Games Nine, White hopes to three-peat his gold medal performance in the Men's Slopestyle competition and return to the podium in Men's SuperPipe, an event he won gold in 2003.

  The full event schedule and information can be found at www.expn.com.

  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.

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

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SOURCE: Sony Computer Entertainment America Inc.

CONTACT: Janette Barrios, +1-650-655-5583, or
janette_barrios@playstation.sony.com, or Drew McGuire Milam, +1-650-655-5305,
or drew_milam@playstation.sony.com, both of Sony Computer Entertainment
America Inc.

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

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