Bloomberg Sports Expands Distribution of Its Fantasy Football Product

Teams up with FOX Sports, USA TODAY, RotoHog, AdamCarolla.com and NFL PLAYERS
                        on the New Decision Maker Tool

Business Wire

NEW YORK -- September 22, 2010

Bloomberg L.P. today announced that it will increase the distribution and
availability of its fantasy football tool, Decision Maker by joining forces
with several different entities that will begin offering it to their fantasy
football subscribers, effective immediately. The new distributors include FOX
Sports, USA TODAY, RotoHog and AdamCarolla.com, all of which will promote and
offer their users access to the Bloomberg sit/start tool.

Decision Maker uses Bloomberg’s advanced analytics to advise fantasy football
players on their best starting lineup each week, giving fans the ability to
compare any two NFL players’ performance and predict which player at any
position will produce the best fantasy results, including a unique risk/reward
index that shows which players have the most upside potential that week. The
highly visual product presents its ratings along with the images of NFL
players, indicative of the recently formed business relationship with NFL
PLAYERS, the marketing and licensing subsidiary of the NFL Players
Association.

“We have created what is quickly proving to be the best analytic tool for both
passionate and casual fantasy football players, one that has had an excellent
accuracy rate in the first two weeks of the NFL season,” said Bill Squadron,
head of Bloomberg Sports. “By adding these channels to our already existing
relationship with NFL.com, we will be able to further expand our reach to
fantasy players and give millions of fans the ability to easily integrate the
tool directly into their existing leagues.”

“This product stands out for its simplicity and ability to help consumers make
timely, accurate decisions to help maximize their fantasy squad,” said Keith
Gordon, President of NFL PLAYERS. “We’re thrilled to partner with the
innovative minds at Bloomberg Sports to help reinforce the player-fan
connection through this state of the art analytics tool.”

The new distributors will offer visitors to their respective sites the
Decision Maker product for a one-time fee of $7.95 for the season. Those who
choose to purchase the tool will be given direct access on the site — through
a light box launch — to Bloomberg’s constant updates on the Decision Maker as
the season progresses. Bloomberg expects to continue to add additional
distributors in the coming weeks.

The tool is also available at www.bloombergsports.com/nfl, and is for use by
any fantasy football player using any fantasy provider.

For more information on Bloomberg Sports, please visit
http://www.bloombergsports.com and follow us on Twitter (@BloombergSports) and
Facebook.

For more information on Bloomberg, please visit http://www.bloomberg.com/about
and follow us on Twitter (@BloombergLP) and Facebook.

About NFL PLAYERS

Formed in 1994, NFL PLAYERS is the licensing and marketing subsidiary of the
NFL Players Association. Representing more than 1,800 active and many
memorable retired NFL players, NFL PLAYERS “takes the helmets off” the players
and markets them as personalities as well as professional athletes. Through an
exclusive sponsorship agreement between the organization and the NFL, players
are integrated into NFL sponsor activation programs. In addition, under an
exclusive agreement between NFL PLAYERS and the NFL, NFLPLAYERS.COM, the
company’s official website, is part of the NFL Internet Network. Each year NFL
PLAYERS negotiates and facilitates extensive player marketing opportunities
for players. NFL PLAYERS activities include retail licensing, corporate
sponsorships and promotions, special events, radio and television projects,
publishing and internet. For more information, please visit NFLPLAYERS.COM.

About BLOOMBERG SPORTS

Launched in 2010, Bloomberg Sports takes the tools developed by Bloomberg, the
leading global provider in data and analytics, and applying applies them to
the vast data analysis opportunities in sports. Working with MLB.com and
NFL.com, Bloomberg Sports fantasy products give fans the most powerful
resources as they draft and manage their fantasy teams. Additionally,
Bloomberg Sports provides a professional product that delivers Major League
Baseball clubs with a secure, virtually unlimited set of analytical functions
to assist them in personnel evaluation and performance matchups. For more
details, please visit http://www.bloombergsports.com.

About Bloomberg

Bloomberg is the world’s most trusted source of information for financial
professionals and businesses. Bloomberg combines innovative technology with
unmatched analytic, data, news, display and distribution capabilities, to
deliver critical information via the Bloomberg Professional service and
multimedia platforms. Bloomberg's media properties span television, radio,
digital and print, making up one of the world’s largest news organizations
with more than 2,300 news and multimedia professionals at 146 bureaus in 72
countries.

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Contact:

For Bloomberg:
Silvia Alvarez, 212-617-3707
Salvarez13@bloomberg.net