Dec. 6, 2004

Colorado Springs, Colo. - The Mountain West Conference today released details of a significant twelve month research project aimed at developing and enhancing its insight into the profile of the typical MWC College sports fan.

The project, one of the most comprehensive commissioned by a sporting organization, studied the demographic, psychographic, geographic and behaviouralistic profiles of the fans of three member institutions - Air Force Academy, UNLV and the University of Wyoming.

MWC Associate Commissioner for Marketing, Dan Butterly, said: "The key to growing the Mountain West Conference in the crowded sports marketing arena is by increasing our knowledge base and gaining a better understanding of our fans and their needs. The results of the research highlighted the differences between how fans support each institution, notwithstanding that they are in the same Conference."

"Aside from the obvious benefits of the research, it allows the MWC and the institutions that participated in the project to identify potential new sponsors and provide new sources of revenue."

"After examining the results, valuable information is also available on how fans view other Division I conferences and professional sports that will allow us to make informed decisions about our future marketing endeavours. The Conference is not the only beneficiary from the research as institutions athletic marketing department has a wonderful opportunity to use the results to plan future marketing strategies."

University of Wyoming Associate Athletic Director, Kent Noble said "The information Sportzfan Data provided us has been very useful in our sales efforts. In fact, we routinely use the demographic information when approaching potential sponsors."

The comprehensive online research was performed by Australian Sports Marketing firm, Sportzfan Data. A number of different questionnaires were provided to fans with their responses collected and seperated into the different areas of study. Detailed reports were then produced providing profiles on each College surveyed, and then combined to portray the overall Conference profile.

Key findings • They are major targets for many sponsors - average MWC fan - educated, male professional over 30, with a high level of disposable income. Over half the fans (52%) are in the 31-50 age group.

• They love college sports - almost all fans surveyed (95%) have a stronger passion for their college teams than any other sporting teams. They also prefer college sports over professional sports (93%).

• They buy collegiate merchandise - 75% said they had `a lot' and display it on their vehicle (57%), at home (51%) or where they work (46%).

• They like to travel to watch sport - a high proportion (73%) would travel at least 4 hours to see their college football team play.

• The great majority of fans see the MWC experience as being good (96%) and something positive in their lives (81%).

Further information regarding the project can be obtained from:

Dan Butterly Associate Commissioner Marketing Mountain West Conference

719-488-4053 email: dbutterly@themwc.com http://www.themwc.com

Mark Seymour Managing Partner Sportzfan Data

+61 412 911 357 email: mark@sportzfandata.com http://www.sportzfandata.com