Ultimate Sports and NBA's Miami HEAT Team Up With Publix Supermarkets and Gatorade for a 3-Part Comic Book Promotion

Ultimate Sports and NBA's Miami HEAT Team Up With Publix
Supermarkets and Gatorade for a 3-Part Comic Book Promotion 


LOS ANGELES, March 18  /PRNewswire-FirstCall/ -- Ultimate Sports Entertainment,
Inc. (OTC Pink Sheets: ULSP) announces their agreement with the NBA's Miami
HEAT to sell a three-part series of collectible Comic Books sponsored by
Gatorade and available exclusively at Publix Supermarkets in South Florida. 
See Link: (http://www.nba.com/heat/news/heat_comicbook_050310.html ) This
retail promotion is made possible by Ultimate Sports' unique license with the
NBA.

This first issue of the Miami HEAT promotional comic book series will be
available for sale exclusively at 203 Publix Supermarkets in Miami and
throughout South Florida, with an initial purchase beginning on March 21, 2005,
and running while supplies last. The second issue of the continuing series will
be available in April, with the third issue coming out the following month in
May.  For the first time ever, Ultimate Sports' comic books will be available
in both English and Spanish.

The action-adventure comic book's first issue is entitled "The Reverse HEAT,"
and features Miami HEAT All-Stars Shaquille O'Neal and Dwyane Wade, along with
their teammates Eddie Jones, Udonis Haslem, Damon Jones, Michael Doleac, Team
President Pat Riley, and Head Coach Stan Van Gundy.  The HEAT must utilize a
special sphere in order to access their super powers when they battle the
Shadow Demon Farkas and his mutant henchmen.  The villain Farkas has created
evil twins of the HEAT players, The Reverse HEAT, so our HEAT heroes must use
teamwork, along with their special powers, in order to save the day.

"The energy and excitement of working with the NBA's best team in the East, the
Miami HEAT, coupled with the fantastic exposure Publix Supermarkets and
Gatorade bring to this event promotion for our family-oriented comic books, is
outstanding," said Ultimate Sports President Rick Licht. "Shaq is already a
hero to so many fans -- now he'll really be a hero in our comic books."

"We are very excited to offer our fans a collectible edition comic book series
to commemorate what has already been an extremely exciting season," said
Michael McCullough, Executive Vice President, Chief Marketing Officer for the
Miami HEAT.

Ultimate Sports Entertainment, Inc. is a Los Angeles based entertainment
company that creates, develops and publishes action/adventure/fantasy stories
featuring well-known athletes in collectible comic book form using first-rate
artists and writers. "Ultimate Sports has taken a marketable commodity, the
superstar athlete, and created a brand-new licensing, merchandising and premium
sponsorship entity designed to drive sales while promoting the Team, Players,
and Sponsors in the best possible light," added Licht.

Ultimate Sports titles include famous athletes such as: LeBron James, Shaquille
O'Neal, Barry Bonds, Ichiro, Sammy Sosa, Derek Jeter, Yao Ming, Randy Johnson,
Allen Iverson, Alex Rodriguez, Jason Kidd, Roger Clemens, Kevin Garnett, Mike
Piazza, Ken Griffey, Jr., Chris Webber, Tracy McGrady, Peyton Manning, Troy
Aikman, Dan Marino, Brett Favre, John Elway and many others.

This press release contains forward-looking statements. The words "estimate,"
"possible," and "seeking" and similar expressions identify forward-looking
statements, which speak only as to the date the statement was made. The Company
undertakes no obligation to publicly update or revise any forward-looking
statements, whether because of new information, future events, or otherwise.
Forward-looking statements are inherently subject too risks and uncertainties,
some which cannot be predicted or quantified. Future events and actual results
could differ materially from those set forth in, contemplated by, or underlying
the forward-looking statements. The risks and uncertainties to which
forward-looking statements are subject include, but are not limited to, the
effect of government regulation, competition and other material risks. 

DATASOURCE: Ultimate Sports Entertainment, Inc.



CONTACT:  Martin J. Burke, Investor Relations, Ultimate Sports

Entertainment, Inc., [phone], or ; or

Jennifer Tobias, Miami HEAT, [phone], or 



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

http://www.nba.com/heat/news/heat_comicbook_050310.html 

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