SOURCE: SUN Sports & Entertainment Inc.

July 09, 2007 09:20 ET

SUN Announces New Division -- Underground Cage Fighting

New MMA Brand Designed for Casinos and Regional Arenas

DALLAS, TX--(Marketwire - July 9, 2007) - SUN Sports & Entertainment Inc. (PINKSHEETS: SSPE) announced today that the Company is launching a new division called "UNDERGROUND Cage Fighting™" designed for Casinos, Arenas and regional markets interested in showcasing this new sport and the new breed of fighters across in the Country.

The UNDERGROUND Events are produced exclusively by SUN and offer a full turnkey Mobile Production that starts at $100,000 (based on fight card). The specialized model could allow SUN the ability to produce up to one Event per week on a national basis across America. The Company has received dozens of inquiries for its UNDERGROUND Events and has already signed two contracts to produce an Event in August 2007 and another Event in November 2007.

SUN President J. Buckeye Epstein stated, "Our UNDERGROUND brand is completely different than our 'Art of War' Series that is created for large arenas and worldwide audiences. The UNDERGROUND program is a raw, more aggressive program specifically created to allow the venue owners the opportunity to offer Mixed Martial Arts (MMA) Sport in small regional markets. The growth of MMA and the demand for more of this type of live entertainment should prove to be a very successful financial model for SUN." Epstein added, "We feel there is a huge market opportunity in the 1000 - 5000 seat venues to bring a professional show to their facility and have subsequently created a very unique marketing and production plan specifically for this."

The Company will unveil its first multicity tour in a series of Events in Texas as early as September 2007 and will begin producing a national program thereafter. Epstein says, "This program will allow the new generation of young fighters to build a track record and get exposure before they are considered to be associated with the Men's National MMA Team. It's our plan to promote many of these UNDERGROUND events that provide the estimated 300 million fans (source: Guy Adams, a Reporter with Independent News & Media) around the globe a chance to witness live or on Pay Per View the energy of what happens when two skilled athletes and mixed martial arts are placed in a 24-foot steel cage!

About SUN:

SUN is a Professional Sports & Entertainment Production Company. SUN is a Certified and Licensed Combat Sports Promoter and produces World Class Mixed Martial Arts Events. The properties of SUN (www.SUNorganization.com), Art of War LIVE (www.artofwarLIVE.com), International Fighters Association (www.IFApro.com), US National Team - Team USA MMA (www.teamUSAmma.com) and UNDERGROUND Cage Fighting, are pending trademarks.

Safe Harbor Statement

This release includes forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 27E of the Securities Act of 1934. Statements contained in this release that are not historical facts may be deemed to be forward-looking statements. Investors are cautioned that forward-looking statements are inherently uncertain. Actual performance and results may differ materially from that projected or suggested herein due to certain risks and uncertainties including, without limitation, ability to obtain financing and regulatory and shareholder approvals for anticipated actions. Such statements are based on management's current expectations and are subject to certain factors, risks and uncertainties that may cause actual results, events and performance to differ materially from those referred to or implied by such statements. In addition, actual or future results may differ materially from those anticipated depending on a variety of factors, including continued maintenance of favorable license arrangements, success of market research identifying new product opportunities, successful introduction of new products, continued product innovation, sales and earnings growth, ability to attract and retain key personnel, and general economic conditions affecting consumer spending, Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. Sun Sports & Entertainment Inc. do not intend to update any of the forward-looking statements after the date of this release to conform these statements to actual results or to changes in its expectations, except as may be required by law.

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