Score Media To Feature Daily NBA Video Highlights In Canada on www.thescore.com and on Mobile

TORONTO, April 21, 2009 – Score Media Inc. (TSX: SCR) today announced that they have formed a new relationship with the National Basketball Association (NBA) in Canada that will provide basketball fans the opportunity to watch NBA video highlights, news and features online at www.thescore.com and on mobile.

Beginning with the 2009 NBA playoffs and running through the 2009-10 NBA regular season and playoffs, The Score, an NBA television partner since 2001, will offer fans in Canada daily digital highlight packages for every NBA game.  Fans will also be able to access breaking news and signature Score NBA highlight features, like “Court Cuts.”  The NBA content will also be available on mobile through the ScoreMobile iPhone Edition.

“NBA highlights are the perfect addition to our mobile and online platforms," says Benjie Levy, Executive Vice President and Co-COO, Score Media. "The Score has always given basketball fans a wide range of choices when it comes to the latest NBA news and information and now with the ability to view NBA game highlights on demand, we’re giving fans yet another option for following the action, wherever they are.”

Sprite will be the presenting partner of The Score’s NBA digital content offerings.

“Sprite has enjoyed long relationships with both The Score and the NBA, and we’re thrilled to be partnering together on this new agreement,” says Michelle Hurley, marketing manager, Sprite. “This deal gives us an amazing opportunity to promote the Sprite brand to thousands of basketball fans and really align ourselves with two of the
top sports organizations in Canada.”

For more information about The Score, please visit www.thescore.com.

ABOUT SCORE MEDIA INC.

Score Media is a media company committed to delivering interactive and authentic sports entertainment.  Created in 1997 in response to the growing desire for increased participation in the consumption of sports, the Company has now established itself as the home for hardcore sports fans. Score Media’s primary asset, The Score Television Network ("The Score"), is a national specialty television service providing sports news, information, highlights and live event programming in more than 6.5 million homes across Canada.  Score Media also operates Hardcore Sports Radio, a satellite radio network available across North America on SIRIUS Satellite Radio, and other interactive assets including theScore.com and ScoreMobile.  Growing from a team of 60 in 1997 to over 220 employees in 2009, Score Media is a revolutionizing interactive media company.

ABOUT THE NBA IN CANADA

The NBA, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. During the 2008-09 season the NBA will  istribute games and programming to 215 countries and territories in 41 languages. NBA rosters feature 77 international players from 33 countries and territories. In Canada, the NBA broadcasts more than 500 games nationally on CBC, TSN, TSN 2, Sun TV, The Score, and Raptors NBA TV. The league also has digital media relationships with Bell Mobility,
Bell Sympatico, TSN and Rogers Sportsnet. The NBA has 13 marketing partners in Canada, with adidas, Cisco, Coca-Cola, Colgate-Palmolive, EA Sports, Gatorade, Hewlett-Packard, Moosehead, Nike, Parmalat, Sirius Satellite Radio, Spalding and  Wrigley’s. NBA 3on3, the only national 3on3 tournament in Canada, visited eight  Canadian cities last offseason and just completed its 12th year.

ABOUT THE COCA-COLA COMPANY

The Coca-Cola Company is the world’s largest beverage company. In Canada, the Company is represented by its subsidiary, Coca-Cola Ltd. (Coca-Cola in Canada). Coca-Cola is Canada’s largest beverage company. Coca-Cola in Canada markets three of Canada’s top nonalcoholic sparkling beverage brands, Coca-Cola, Diet Coke and Sprite, and the leading ready-to-drink tea: Nestea. In addition, our subsidiary is the largest juice and juice drinks company with Minute Maid, Five Alive and Fruitopia. The Company also markets DASANI, PowerAde and other hot and cold beverages. For more information about Coca-Cola in Canada, please visit our website at www.cocacola.ca or our parent company’s website at www.thecoca-colacompany.com.

For more information, please contact:

Cameron Gordon
The Score
T: 416-644-2252
E: [email protected]

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