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SEGA EUROPE STRIKES THIRD MAJOR EUROPEAN SPONSORSHIP DEAL WITH A.S. SAINT-ETIENNE

SEGA Europe is delighted to announce that it has become the new sponsor of all-time legendary French football club A.S. Saint-Etienne. The sponsorship will commence on July 1 1999.

The precise value of the sponsorship will not be announced.

Jean Francois Cecillon, Chief Executive Officer of SEGA Europe said, "Saint-Etienne is the greatest name in French football, having won the French Cup six times, the French Premier League title ten times and once reached the final of the European Champions League. We are delighted to have concluded our first French sponsorship deal for our new Dreamcast console with Saint-Etienne and its President, Alain Bompard and Deputy President, Gerard Soler. This is the third major sponsorship deal which SEGA has struck for the 1999 - 2000 football season, firstly with Arsenal F.C. in the UK and last week with U.C. Sampdoria in Italy.

"The main Saint-Etienne fan profile is aged 16-30 and this matches our customer base. Together with Saint-Etienne we will launch our new Dreamcast product throughout Europe.

" SEGA is looking forward to a great French season and to Saint-Etienne's return to the French Premier League, where together we hope to enjoy many years of mutual success."

Alain Bompard, President of A.S. Saint-Etienne said: "These are exciting times at Saint-Etienne as we prepare to return to the French Premier League. This new sponsorship deal with SEGA Europe's new Dreamcast console will positively drive the Club into the next millennium and the Premier League. Dreamcast is an innovative product and its association with Saint-Etienne will ensure it becomes a market leader. Our supporters can also expect some impressive SEGA promotions designed exclusively with football in mind. Everyone at Saint-Etienne is looking forward to working with SEGA Europe in what is sure to be a long and fruitful relationship."

Notes to Editors

Dreamcast

"SEGA Dreamcast is the most powerful video games console ever created. It is 15 times more powerful than a Sony PlayStation and ten times more powerful than a Nintendo 64, with four times the graphics processing power of the fastest Pentium II processor." VideoLogic, 1999

In addition, SEGA Dreamcast is the first console to utilize hand-held gaming through its Visual Memory Unit, which allows players to swap games with friends in the home, arcade or head-to-head using two VMUs.

SEGA Dreamcast is the first console to offer Internet capability. In the future, the modem will evolve to give the system full networked functionality, allowing consumers to play games over the Internet, connecting thousands together at one time under the same platform to create a "community online". It will also give them access to Internet capabilities, including e-mail, chat and browsing of the World Wide Web. At launch ten top quality titles will be released. These include best-seller titles from Japan such as 'Sonic Adventure' and 'Virtua Fighter 3tb', and outstanding new software developed specifically for Europe by SEGA, exclusive developers and third parties.

SEGA Dreamcast's advanced 128-bit architecture makes it the first console with evolutionary capabilities, allowing it to grow and change to match advances in technology and the needs and desires of the consumer.

Dreamcast will be launched in Europe on September 23, 1999 at a Recommended Retail Price of £199 in the UK. The launch of SEGA Dreamcast at below £200 is one of the many industry firsts SEGA has achieved.

SEGA Europe Ltd - www.sega-europe.com

SEGA Europe is the arm of Tokyo, Japan based SEGA Enterprises, Ltd. responsible for the development, marketing and distribution of SEGA videogame systems and videogames in Europe.

SEGA Enterprises, Ltd. is a nearly $3.0 billion company recognised as the industry leader in interactive digital entertainment media, and is the only company that offers interactive entertainment experiences both inside and outside the home.

A picture will be available on the Two-Ten/ PR Newswire area of the PA Bulletin Board. There is no charge for using the picture or story.

SOURCE Sega Europe



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