Boxing Sponsors Share Pay-Per-View Audience with Lenox Lewis

Two sponsors of boxer Lenox Lewis, EA Sports and FUBU, earned a combined $363,000 of expsoure value during recent pay-per-view telecast.

ANN ARBOR, MI, June 11, 2002 -- Lenox Lewis knockout of Mike Tyson Saturday night was a marketing victory for two of the victors main corporate backers, as video game producer EA Sports and apparel brand FUBU shared nearly $363,000 of exposure value during the fights historic pay-per-view telecast.

According to research conducted by Joyce Julius and Associates - which specializes in documentation and analysis of exposure received by corporate sponsors -an EA Sports logo on the waistband of Lewis trunks was seen for one minute, 31 seconds (1:31) during the eight-round fight, while FUBU lettering on Lewis pant leg (0:40) and on coats worn by his trainers (0:18) was monitored for a total of 0:58. Exposure value is calculated by comparing the on-screen time to the cost of reaching one viewer during the pay-per-view telecast.

The following table lists Lewis corporate sponsors and the exposure results during Saturdays pay-per-view broadcast.

Sponsor    Location             Time        Value

EA Sports Waistband (Rear)    1:31    $221,435
FUBU    Pant Leg            0:40       97,335
FUBU    Trainers Coats    0:18       43,800

Total:                       2:29    $362,570

The Ann Arbor, Michigan-based Joyce Julius and Associates produces the Sponsors Report, which conducts in-depth studies of sponsor exposure monitored during more than 2,300 nationally televised sports and special event programs annually. In addition, Joyce Julius and Associates also specializes in the evaluation of total sponsorship programs through the use of its National Television Impression Value (NTIV®) Analysis. For more information regarding the research products and services offered by Joyce Julius and Associates, please visit our web site at www.joycejulius.com.