London – June 24, 2003: Aura Sports Ltd, the successful digital sports agency, today announced the creation of a sister company, Aura Play Ltd (www.auraplay.com ). Aura Play is a digital agency and will concentrate its business in the music and entertainment sectors.

Aura Play will be headed by Robert Black, and will initially be based in the same offices as Aura Sports. Aura Play’s first client at launch is MegaStar (www.megastar.co.uk) the hugely successful daily lads website. Aura Play is currently in talks with other companies and sites to expand its client roster over the coming months.

Whilst sharing the same offices as Aura Sports, Aura Play will function as an entirely separate company, with its own reporting and shareholding structure.

Paul Wright, Managing Director of Aura Sports says:

“With Aura Sports we have taken a niche approach to online sales and sponsorship within the Sports Industry. We have found that this specialist approach has been welcomed both by clubs, associations and rights-holders, and also by the advertising industry, who have seen the benefit of utilising our specialist knowledge to tightly target their campaigns. We have been looking to apply this formula to another sector but without diluting Aura Sports unique proposition. To make it happen it was imperative that we had a specialist team on board, and Robert has a great history within the online sector and also of working on such strong lifestyle vehicles as Arena and The Face.”

Robert Black adds:

“Throughout the past year I have been working within this sector, and at the same time have seen the growth of Aura Sports. When I discussed the sector with Paul, we both agreed that in replicating Aura Sports vision, by taking a very specialised approach to advertisers and sponsors, had many opportunities. Frankly to launch with a brand like Megastar, which has a long heritage in this sector, is fantastic and we look forward to adding to other brands to our portfolio.”

Simon Burrell of Megastar comments:

'Following on from the success of Aura Sports, the launch of Aura Play will be a very welcome addition to the agency sector.  For the first time, there will be an agency focussed on the ad sales, promotion and sponsorship markets for lifestyle and entertainment. Aura Play, I'm sure, will be instrumental in moving advertisers away from deals where online campaigns are sometimes makeweights for offline deals, giving focus to the online platform in it's own right. With Rob's experience at the helm, we are looking forward to a long and successful relationship with Aura Play – delivering innovative and targeted campaigns to one of the most net-savvy and receptive audiences around through Megastar.co.uk.'