SOURCE: SUN Sports & Entertainment Inc.

April 26, 2007 09:20 ET

SUN Brings on HumWare Media's "Boondoggle Sports Network," a National New Media Firm, to Promote Art of War Event

DALLAS, TX -- (MARKET WIRE) -- April 26, 2007 -- SUN Sports & Entertainment Inc. (PINKSHEETS: SSPE) announced today that HumWare Media Corp. (PINKSHEETS: HMWM) and their Boondoggle Sports Network will be promoting the Art of War2 Event set for Friday, May 11th 2007 in Austin, Texas at the Austin Convention Center.

"It is no secret that the growth in Mixed Martial Arts fighting is exploding. We are extremely excited about our ongoing relationship with SUN and their Art of War series and the synergies it brings with our Boondoggle Sports Network (BSN)," said Brian Schneider, COO of HumWare Media Corp. "Being a part of a very successful event in Dallas (March 9th 2007) was a clear indication of what future Art of War venues can offer to the BSN product line."

BSN revolutionizes the marketing landscape. Up until now, affluent, wired, college educated, white collared young men with large disposable incomes were very difficult to not only target, but also impact. However, the Boondoggle Sports Network reaches these coveted consumers at the required frequency and with the greatest impact. Due to BSN's compelling sports trivia, fantasy sports games, and sports news ticker, establishment patrons remain captivated and engaged while relaxing in a comfortable and fun atmosphere. This fosters the perfect environment for advertisers to most effectively deliver their message.

It's no secret everyday millions of young, active, and increasingly difficult-to-target consumers crowd sports bars and restaurants to escape the daily grind, have fun and unwind with their friends. These consumers are 21 to 49-year-olds and represent one of the most affluent demographical groups in the world. They pursue a high standard of living, they have large disposable incomes, and they are not afraid to spend. Over 77% of bar patrons are between the ages of 21 and 49. The median household income is $50,000 and 55% are male. Fantasy Player demographics are: 94% male, 37 years old, with an average household income of $89,566. Professionals account for 59% of the group, 68% own their home and an astounding 86% have had some form of higher education.

SUN is delighted to welcome Boondoggle Sports Network (BSN) to its list of Sponsors and look forward to this media coverage and others that continue to learn and promote the MMA Industry.

About SUN:

SUN is a Professional Sports & Entertainment Marketing Company. SUN Production Group is a Certified Texas Combat Sports Promoter and produces World Class Boxing and Mixed Martial Arts. The properties of SUN (, Art of War ( and International Fighters Association ( are pending trademarks.

About HumWare:

HumWare Media Corporation ( has diversified operations that publish Internet games and promotional business-to-consumer advertising solutions. The Company is an emerging "new media" advertising company operating the Boondoggle Sports Network (BSN). BSN delivers interactive sports trivia and fantasy sports entertainment to the hospitality industry (bars, restaurants, golf courses, health clubs, and hotels). The Company also sells sports memorabilia through its wholly owned subsidiary Timeless Sports, Inc.

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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