The Score Strikes Deal With UEFA European Under-21 Championship



    
    Heineken Canada joins The Score in bringing exciting line-up of
    prime-time coverage to fans across Canada from June 15th - 29th
    

    TORONTO, June 9 /CNW/ - Score Media Inc. (TSX: SCR) today announced that
it has won the Canadian broadcasting rights for the upcoming UEFA European
Under-21 Championship, live from Sweden from June 15th-29th. Across its
broadcast, online and mobile platforms, The Score, along with its broadcast
presenting sponsor Heineken Canada, will be offering in-depth coverage of the
event with games airing live and replaying during prime time throughout the
tournament. The Score's coverage, featuring an exciting line-up of top
European national match-ups, includes:

    
    -   Group phase from June 15th - 25th
    -   Semi-final matches from June 26th - 28th
    -   The final match on June 29th
    

    "The Score is the home for hardcore soccer fans and there is no better
way to prove it than to give fans exactly what they want when it comes to
premier soccer programming," says John Levy, Chairman & CEO, Score Media Inc.
"Our multiplatform coverage of UEFA's European Under-21 Championship, from web
streaming on www.thescore.com to live scores and results on ScoreMobile to
top-notch programming on our network, will no-doubt impress soccer fans
nationwide as they watch the best-of-the-best - England, Germany, Italy,
Spain, Serbia, Belarus, Finland and Sweden - compete on this world stage."
    In addition to all of this exciting programming, the network will be
airing special episodes of The Footy Show, The Score's original programming
dedicated to covering all of the latest football news and highlights hosted by
football fanatic himself, James Sharman.
    "Our dedicated fans crave these matches and as the Canadian soccer market
gets more and more sophisticated, we are seeing an increased demand to see the
top tournaments," says James Sharman, Host, The Footy Show. "As we gear up for
this fantastic Championship, we'll be producing special daily editions of The
Footy Show that will tackle all the stories, from the controversies and the
drama to the tactics and breakthrough performances. The UEFA European U-21
already features some of the biggest names on the world stage and we look
forward to tuning in as it creates some more!"
    Heineken Canada, the official presenting sponsor of The Score's
broadcast, joins The Score in giving fans a true taste of all of the action
and excitement from the UEFA European U-21 Championship.
    "As the presenting sponsor of The Score's broadcast of the UEFA European
U-21, Heineken Canada is proud to be joining The Score in bringing Canadian
soccer fans these high caliber European matches," says Maggie Timoney, General
Manager, Heineken Canada. "We know that in partnering with The Score, we are
giving soccer fans the UEFA experience as it is meant to be."

    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 6.6 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 MOLSON

    With roots dating back to 1786 and a time-honoured tradition of brewing
quality beers, Molson is proud to be the nation's pre-eminent brewer. The
Company proudly offers some of the most popular brands in Canada with an
award-winning brand portfolio which includes Molson Canadian, Coors Light,
Molson Export, Molson Dry and Rickard's. Molson also partners with other
leading brewers to offer such global brands as Heineken, Corona, Miller
Genuine Draft, Foster's Lager and Tiger. Molson employs 3,000 Canadians,
operates six breweries, including the boutique brewery Creemore, and invests
in communities from coast-to-coast through its various charitable initiatives
and sports and entertainment sponsorships. Molson is committed to promoting
its products and events in a responsible manner. Molson is part of the Molson
Coors Brewing Company.

    %SEDAR: 00003035E




For further information:

For further information: Sharon Lassman, Director, Communications, Score
Media Inc., (416) 977-6787 x2217, slassman@scoremedia.com; Adam Moffat,
Manager, Brand and Marketing Public Relations, Molson, (416) 679-7557,
adam.moffat@molson.com

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