New Data Reveal Strategic Marketing Can Help a Sports Personality Transcend Their Sport

Manhasset NY, June 17, 2008 – The NBA All-Star guard for the Miami Heat, Dwyane Wade, has taken somewhat of a beating in his sports career lately. However, thanks to T-Mobile`s effective marketing and advertising campaigns, Wade has risen again. Some additional help from retired NBA star, Charles Barkley, further cinched Wade`s commercial success. According to new data by leading market research firm Marketing Evaluations, Inc., The Q Scores Company, sports personalities who take advantage of smart marketing opportunities can shine outside their sport, even when their athletic performance declines.

"The success of the T-Mobile ads really kept Dwyane Wade in the forefront of consumers` minds" said Henry Schafer, Executive Vice President, Marketing Evaluations, Inc., The Q Scores Company. He adds, "This is a great example of how to show the general public that there`s more to him than just playing basketball. He`s also personable, funny and most of all a likeable guy."

Charles Barkley appeared in the wireless ads with Dwyane Wade, which has benefited both personalities. Barkley`s higher level of recognition has helped Wade establish a ‘general public` presence despite the failures of the Miami Heat and his on-court performance over the past two years, and Wade`s likeable persona has been beneficial to the positive perceptions of Barkley among sports fans.

AMONG SPORTS FANS

Source: 2005, 2006, 2007, 2008 Spring Sports Q studies; Marketing Evaluations, Inc.

* The % who rate the personality as "one of my favorites"

AMONG GENERAL PUBLIC

Source: 2005, 2006, 2007, 2008 Winter Performer Q studies; Marketing Evaluations, Inc.

* The % who rate the personality as "one of my favorites"

Schafer concludes, "Even though the sports side of his success is floundering, Dwyane`s familiarity with the general public is growing. Thanks to T-Mobile and some great marketing, his general overall appeal is holding strong, which opens up more marketing opportunities for the future."

About "Sports Q"

Sports Q studies are fielded once each year in March. Each study measures approximately 500 personalities, whose names and descriptions are submitted by full-study subscribing clients. Each personality is rated by a nationally representative sample of 2,000 teens and adults, ages 18-64. Additionally, 50 sports/activities are rated to track their year-to-year appeal, while personality appeal is tabulated among specific sports fans. Data are available from earlier studies, dating back to 1990.

About "Performer Q"

Performer Q studies are fielded every six months in January and July. Each study measures over 1,700 personalities, whose names and descriptions are submitted by full-study subscribing clients. Each personality is rated by a nationally representative sample of 1,800 children, teens and adults. Data are available from earlier studies, dating back to 1964.

About Marketing Evaluations, Inc., The Q Scores Company

Since 1963, Marketing Evaluations` Q Scores have provided clients with data to aid in their marketing, advertising, licensing, and media efforts. Q Scores are the industry standard for measuring familiarity and appeal of performers, broadcast and cable programs, sports and sports personalities, company and brand names, as well as characters. Based on its "one of my favorites" concept, Q Scores actually summarizes the various perceptions and feelings that consumers have, into a single, but revealing, "likeability" measurement. Currently, there are eight Q Score services, including Performer Q, TVQ, Cable Q, Cartoon Q, Sports Q, Brand Attachment Q Product Q, Kids Product Q, and Dead Q. For more information, visit www.qscores.com.