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Crumbs Bake Shop Announces Partnership with NBC Sports Group and NHL for Stanley Cup Playoffs



  Crumbs Bake Shop Announces Partnership with NBC Sports Group and NHL for
  Stanley Cup Playoffs

        Crumbs Bake Shop named Official Home of the Stanley Cup(cakes)

Business Wire

NEW YORK -- April 29, 2013

Crumbs Bake Shop, Inc. (NASDAQ: CRMB) today announces its partnership with NBC
Sports Group and the NHL to create a unique campaign to promote the start of
the 2013 Stanley Cup Playoffs on NBC Sports.

As part of NBC Sports Group’s “Because It’s The Cup” marketing campaign,
Crumbs has designed and created a limited edition of custom sets of “Stanley
Cup(cakes) that will be delivered to local sports radio stations, to affiliate
and RSN television networks, and to media and key business partners.

Additionally, Crumbs will be selling, in each of its 69 retail locations
throughout the country, Stanley Cup(cakes) designed with either the Stanley
Cup or team specific logos. In a collaborative effort, NBC Sports Network, the
NHL and Crumbs Bake Shop will co-brand a mobile vehicle touring key playoff
cities distributing the specialty “iced” cupcakes.

“We are excited to partner with Crumbs Bake Shop on this unique element of our
“Because It’s The Cup” Stanley Cup Playoffs campaign with the NHL” said John
Miller, Chief Marketing Officer, NBC Sports Group. “Working with Crumbs on
this promotion is important to our overall efforts to connect with fans in fun
and unique ways.”

Julian R. Geiger, President and CEO of Crumbs Bake Shop, said “We are thrilled
to partner with NBC Sports Group and the NHL on this exciting opportunity.
Priding ourselves on our creativity, exclusivity, and design expertise, this
chance to innovate while celebrating the Stanley Cup Playoffs is as exciting
as scoring a shorthanded goal for us.”

ABOUT CRUMBS BAKE SHOP

The first Crumbs Bake Shop opened in March 2003 on the Upper West Side of
Manhattan and is well known for its innovative and oversized gourmet cupcakes.
The Company currently has 69 locations in 13 states and the District of
Columbia, including 17 stores in super regional malls.

ABOUT NBC SPORTS GROUP

NBC Sports Group consists of a unique array of broadcast television, cable
television, regional television, radio and digital sports assets, including
NBC Sports, NBC Sports Network, Golf Channel, NBC Olympics, 11 NBC Sports
Regional Networks, two regional news networks, NBC Sports Radio and
NBCSports.com.

The company’s unparalleled collection of media rights agreements include
partnerships with the International Olympic Committee, NFL, NHL, PGA TOUR, PGA
of America, USGA, European Tour, Premier League, MLS, University of Notre
Dame, Tour de France, French Open, Formula One, IndyCar, Churchill Downs,
Breeders Cup, America’s Cup and many more.

NBC Olympics, with more than 90 Emmy Awards for its coverage, is renowned for
its unsurpassed award-winning production. NBC owns the rights to the Olympics
through the 2020 Summer Games, at which point NBCUniversal will have presented
11 consecutive and 17 total Olympic Games, the most for a U.S. media company
in both categories. NBC Sports Network is distributed via cable systems and
satellite operators throughout the United States to more than 80 million
homes. The Golf Channel, which is available in more than 120 million homes
worldwide and 84 million in the U.S., televises more than 150 tournaments each
year, representing more than 3,300 hours of tournament coverage. NBC Sports
Digital properties include NBCSports.com, the NBC Sports Live Extra app,
NBCOlympics.com, GolfChannel.com, Rotoworld.com, the complete collection of
NBC Sports Regional Network websites as well as a partnership with Yahoo!
Sports, which makes it the most trafficked sports destination on the web.
Delivering more than 2,400 sporting events annually, along with breaking news
and comprehensive analysis, the 11 NBC Sports Regional Networks reach more
than 50 million cable and satellite homes.

ABOUT THE NATIONAL HOCKEY LEAGUE

The National Hockey League (NHL) is an unincorporated not-for-profit
association which operates a major professional ice hockey league of 30
franchised member clubs, of which seven are currently located in Canada and 23
in the United States. Headquartered in New York City, the NHL is widely
considered to be the premier professional ice hockey league in the world, and
one of the major professional sports leagues in the United States and Canada.
The Stanley Cup, the oldest professional sports trophy in North America, is
awarded annually to the league playoff champion at the end of each season.

Contact:

Crumbs Bake Shop, Inc.
Quinn G. Solomon, 646-278-6092
qsolomon@crumbs.com
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