XSEL Secures Exclusive China Rights to More Than A Game from Lionsgate Movie to be Distributed by China Film Group in Late 2009

XSEL Secures Exclusive China Rights to More Than A Game from Lionsgate Movie to be Distributed by China Film Group in Late 2009

BEIJING, Sept. 28 /PRNewswire-Asia-FirstCall/ -- Xinhua Sports & Entertainment Limited ("XSEL" or the "Company"; Nasdaq: XSEL), a leading sports and entertainment media company in China, today announced that its subsidiary, Xinhua Media Entertainment ("XME"), has licensed the exclusive Mainland China distribution rights to More Than A Game from Lionsgate. The movie stars the reigning NBA MVP LeBron James of the Cleveland Cavaliers and will be distributed by China Film Group Corporation, the most dominant film entertainment company in Mainland China, later this year.

"More than a Game will enable kids all around the world to learn that they can achieve their dreams and goals through hard work and perseverance, not just in basketball but in whatever they decide to do in life," said LeBron James. "We can all give back and make a difference in many different ways which I hope to convey and lead by example."

"XSEL is again leading the way in the Chinese sports entertainment media sector by bringing the on and off the court real life story of the NBA's most valuable player to audiences nationwide," said Ms. Fredy Bush, CEO of XSEL.

"This is an inspirational film about how inner-city boys overcame tremendous odds to become the best in doing what they love most. We are thrilled that this motivational story will be shared with people of all ages in China," said David U. Lee, Managing Director of XME.

China is one of the fastest growing major film entertainment markets in the world. According to the State Administration of Radio, Film and Television ("SARFT"), 2008 box office revenues grew by 30% to US$635 million, the fifth consecutive year of more than 25% growth. For the first half of 2009, Chinese box office revenues continued to grow at a record setting pace, led by Transformers 2, which shattered the all time highest grossing record set by Titanic in 1998. The growth potential in China is underscored by the fact that while China has a population that is more than four times that of the U.S., it has less than 1/7 the number of movie screens.

About LeBron James

LeBron James, 2009 NBA Most Valuable Player, is an internationally recognized basketball superstar who plays for the Cleveland Cavaliers. Selected to the NBA All-Star team every year since 2005, LeBron has electrified fans across the globe with his dazzling play and record-breaking achievements. He is the youngest player in NBA history to win Rookie of the Year honors and reach 12,000 career points. LeBron served as a co-captain of the Team USA basketball team that won the Gold Medal with an undefeated record at the 2008 Summer Olympics in China. Off the court, LeBron James is actively involved in a wide range of philanthropic endeavors, and through the LeBron James Family Foundation, he hosts the King for Kids Bike-a-thon in Akron, Ohio, whose proceeds are donated to the Akron Area YMCA and the Akron Urban League. In addition, as part of an on-going initiative that began in 2008 during the NBA All-Star activities in New Orleans, LeBron and his foundation installed a playground at the St. Bernard Recreation Center, and in 2009, in Phoenix, during the All-Star activities, a playground was installed at the Robson Boys and Girls Club, in Phoenix, Arizona.

About More Than A Game

Five talented young basketball players from Akron, Ohio star in this remarkable true-life coming of age story about uncommon friendship in the face of unprecedented fame. Their coach is a hard-driving, charismatic but inexperienced player's father. Their leader future NBA superstar LeBron James. This is the "Fab Five's" story -- an improbable nine-year journey that takes them from a decrepit inner-city gym to the doorstep of a national high school championship. Along the way, the close-knit team is repeatedly tested -- both on and off the court -- as James' unparalleled talent explodes into worldwide celebrity, threatening to destroy everything they've set out to achieve together. More Than A Game combines a series of unforgettable one-on-one interviews with rare news footage, never-before-seen home videos and personal family photographs to bring this heartwarming story to life.

Lionsgate and Harvey Mason Media in association with Interscope Records present a Harvey Mason Media Production in association with Galley Boy and Spring Hill Productions a film by Kristopher Belman. More Than A Game is written by Kristopher Belman & Brad Hogan and directed by Kristopher Belman. The film features LeBron James, Sian Cotton, Dru Joyce III, Willie McGee, Romeo Travis and Coach Dru Joyce II.

About XME

Xinhua Media Entertainment (XME), a majority owned subsidiary of XSEL, is a motion picture enterprise dedicated to aggregating and marketing world-class quality film entertainment products to the Chinese audience. Collaborating with leading filmmakers and distributors in China and Hollywood, XME has assembled an initial slate of eight projects, two of which are completed films to be released in China over the next six months. Its Managing Director, David U. Lee is recognized by the Hollywood and Chinese film communities as one of the leaders that specialize in bridging the two film industries. Lee is credited as Co-Executive Producer of The Forbidden Kingdom, which he helped structure as the most successful China/U.S. co-production in history. Lee is also credited as Co-Executive Producer of Shanghai starring John Cusack, Chow Yun-Fat, Gong Li and Ken Watanabe, which he helped set up as an official China/U.S. assisted co-production in 2008.

About XSEL

Xinhua Sports & Entertainment Limited ("XSEL"; NASDAQ: XSEL) is a leading sports and entertainment media company in China. Catering to a vast audience of young and upwardly mobile consumers, XSEL is well-positioned in China with its unique content and access. Through its key international partnerships, XSEL is able to offer its target audience the content they demand -- premium sports and quality entertainment. Through its Chinese partnerships, XSEL is able to deliver this content across a broad range of platforms, including television, the Internet, mobile phones and other multimedia assets in China. Along with its integrated advertising resources, XSEL offers a total solution empowering clients at every stage of the media process linking advertisers with China's young and upwardly mobile demographic.

Headquartered in Beijing, the company employs more than 1,200 people and has offices and affiliates in major cities throughout China including Beijing, Shanghai, Guangzhou, Shenzhen and Hong Kong. Xinhua Sports & Entertainment Limited shares are listed on the NASDAQ Global Market (NASDAQ:XSEL). For more information, please visit http://www.xsel.com/ .

Safe Harbor Statement

This announcement contains forward-looking statements. These statements are made under the "safe harbor" provisions of the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking statements can be identified by terminology such as "will," "expects," "anticipates," "future," "intends," "plans," "believes," "estimates," "confident" and similar statements. Among other things, any quotations from management in this announcement contain forward-looking statements. Statements that are not historical facts, including statements about XSEL's beliefs and expectations are forward-looking statements. Forward-looking statements involve inherent risks and uncertainties that could cause actual results to differ materially from those contained in any forward-looking statements. Potential risks and uncertainties include, but are not limited to, risks outlined in XSEL's filings with the U.S. Securities and Exchange Commission, including its annual report on Form 20-F. All information provided in this press release is as of the date hereof, and XSEL undertakes no duty to update such information, except as required under applicable law.

For more information, please contact:

Media Contact
Joy Tsang, XSEL
Tel: +86-10-8567-6050
Mobile: +86-136-2179-1577
Email: joy.tsang@xsel.com

IR Contact
Edward Liu
XSEL
Tel: +86-10-8567-6061
Mobile: +86-139-1610-1635
Email: edward.liu@xsel.com

Howard Gostfrand
American Capital Ventures
Tel: +1-305-918-7000
+1-877-918-0774 (toll free)
Email: info@amcapventures.com

Source: Xinhua Sports & Entertainment Limited

CONTACT: Media Contact: Joy Tsang, XSEL, +86-10-8567-6050, +86-136-2179-
1577, joy.tsang@xsel.com; IR Contact: Edward Liu, XSEL, +86-10-8567-6061, +86-
139-1610-1635, edward.liu@xsel.com, or Howard Gostfrand, American Capital
Ventures, +1-305-918-7000, +1-877-918-0774 (toll free), info@amcapventures.com

Web site: http://www.xsel.com/

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