November 16, 2006 10:26 ET

XA Produces the Sports Illustrated's Sportsman of the Year Celebration Tuesday, December 5, 2006

NEW YORK, NY -- (MARKET WIRE) -- November 16, 2006 -- XA, Inc. (XA) (OTCBB: XAIN), a major national event marketing firm that serves many Fortune 500 companies, reports that it has been selected by Sports Illustrated (SI) as the event production agency for their annual Sportsman of the Year Celebration in New York City on Tuesday, December 5, 2006.

Since its inception in 1954, Sports Illustrated has annually presented the "Sportsman of the Year" award to "the athlete or team who best symbolizes in character and performance the ideals of sportsmanship." As the production company, XA will design, develop and manage all required elements of the event to create a highly stylized and integrated program. The evening will begin at 6pm with a cocktail reception followed by an intimate conversation for guests between the 2006 Sportsman and HBO Sports anchor Bob Costas at Frederick P. Rose Hall, home of Jazz at Lincoln Center. An after party will immediately follow at Room Service.

Joe Wagner, CEO of XA, states, "We are thrilled to have a relationship with Sports Illustrated. We are proud that XA will be given the opportunity to showcase design logistics and production capabilities to support their annual awards show."

Marketers spent an estimated $171 billion in event marketing in 2005, up 3% from the previous year. In addition, 96% of marketing executives reported that they use events in their marketing mix according to PROMO's survey of event marketing executives. (Source: PROMO Magazine, April 2006)

About Sports Illustrated

SI is a multimedia sports brand that takes the consumer into the heart and soul of sports. The SI franchise is anchored by SPORTS ILLUSTRATED, the most respected voice in sports journalism which reaches a weekly audience of nearly 21 million adults, and SI.COM, the magazine's 24/7 sports news website that delivers more than 150 original stories to its users each week. The SI franchise also includes SPORTS ILLUSTRATED KIDS (, a monthly magazine targeted to kids age 8 and up; GOLF MAGAZINE and GOLF.COM; SIONCAMPUS.COM, a website dedicated to college sports and the college sports lifestyle; SI PRESENTS the magazine's specialty publishing division; as well as SI BOOKS, SI PICTURES, SI PRODUCTIONS, SI MOBILE and SI EVENTS. SI is a division of Time Inc., the world's leading magazine publishing company and a subsidiary of Time Warner.

The SPORTS ILLUSTRATED Sportsman of the Year Award is bestowed on the athlete or team that best symbolizes in character and performance the ideals of sportsmanship. Long considered one of the most prestigious honors in sports, the list of winners reads like a who's who of sporting greats: Muhammad Ali, Michael Jordan, Joe Montana, Billie Jean King, Tiger Woods, Bill Russell and Lance Armstrong among them. The Boston Red Sox were last year's recipients. Last year's winner was New England Patriots quarterback Tom Brady.

About XA

XA is a holding company for several wholly-owned subsidiaries, one of which is The Experiential Agency, Inc., an Illinois corporation. The Experiential Agency, Inc. has offices in Chicago, New York and Los Angeles from which it provides corporations and highly visible brands with comprehensive event marketing, design and production services. Since 1989, the XA team has been the creative force behind prestigious, national projects for such clients as The NBA, Disney, McDonald's, British Telecom, Song Airlines, Eurex, Olympus, Salvatore Ferragamo, Vogue, W Hotels, ABN AMRO and Emirates Airline. In 2003 and 2004, Special Events Magazine ranked XA as one of the "Top 50 Powerhouse Event Companies in the World."

Forward-Looking Statements

This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. In particular, when used in the preceding discussion, the words "believes," "expects," "intends," "will," "anticipated," or "may," and similar conditional expressions are intended to identify forward-looking statements within the meaning of the Act and are subject to the safe harbor created by the Act. Except for historical information, all of the statements, expectations and assumptions contained in the foregoing are forward-looking statements that involve a number of risks and uncertainties. It is possible that the assumptions made by management are not necessarily the most likely and may not materialize. In addition, other important factors that could cause actual results to differ materially include the following: business conditions and the amount of growth in the company's industry and general economy; competitive factors; ability to attract and retain personnel; the price of the Company's stock; and the risk factors set forth from time to time in the Company's SEC reports, including but not limited to its annual report on Form 10-KSB; its quarterly reports on Forms 10-QSB; and any reports on Form 8-K. XA, Inc. (OTCBB: XAIN) takes no obligation to update or correct forward-looking statements and also takes no obligation to update or correct information prepared by third parties that is not paid for by the Company.

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