PLAYERS INC's 'Helmets Off' TV Series to Showcase a Behind-The-Scenes Look at the Pro Bowl to Air in July on Fox Sports Net

PLAYERS INC's 'Helmets Off' TV Series to Showcase a Behind-The-Scenes Look at the Pro Bowl to Air in July on Fox Sports Net

'Helmets Off: Life at the Pro Bowl,' presented by EA SPORTS and Reebok, is the First of Six Monthly PLAYERS INC Television Specials Giving Fans an Inside Look at Life as an NFL Player

WASHINGTON, June 28 /PRNewswire/ -- PLAYERS INC, the licensing and marketing subsidiary of the NFL Players Association, is partnering with Electronic Arts and its EA SPORTS(TM) brand and Reebok to present six monthly television specials titled "Helmets Off" airing on Fox Sports Net (FSN). The first show is titled "Helmets Off: Life at the Pro Bowl," which gives viewers a behind-the-scenes look at the NFL's All Star game from the players' perspectives. The show will air on the FSN Networks beginning on July 2 and will rebroadcast throughout the month on FSN regional affiliates. Electronic Arts remains the presenting sponsor of the "Helmets Off" series for the second year, with Reebok coming on board as a supporting sponsor for the first time in 2005.

"For the first time ever we are able to share the excitement of the Pro Bowl with fans from a player's point of view," said Pat Allen, Chief Operating Officer of PLAYERS INC. "The 'Helmets Off' series demonstrates our commitment to finding new ways to bring fans closer to the players."

During the production of "Helmets Off: Life at the Pro Bowl," PLAYERS INC's outside production company, Fullhouse Media, gathered nearly one hundred hours of footage from the 2005 Pro Bowl and was able to acquire dozens of in- depth interviews with NFL players. Highlights of "Life at the Pro Bowl" include: shadowing of Jeremiah Trotter, the vocal leader of the Eagles NFC Championship defense, for a few days on the practice field and in the locker room; an unforgettable car ride to the North Shore with Chiefs tight end Tony Gonzalez; a peek at Redskin Marcus Washington's trip to Pearl Harbor; and a trip to watch the University of Alabama take on the University of Hawaii in baseball with Shaun Alexander from the Seahawks.

"EA SPORTS is proud to sponsor another season of 'Helmet's Off.' Our videogames are played by consumers and NFL athletes alike and allow everyone the chance to experience the NFL firsthand, so it's natural for us to bring fans an inside look at the lives of NFL players off the field," said Todd Sitrin, Vice President of Marketing at Electronic Arts.

Visit http://www.nflplayers.com/ or http://www.foxsports.com/nfl for local listing air dates and times.

About PLAYERS INC:

Formed in 1994, PLAYERS INC is the for-profit licensing and marketing subsidiary of the NFL Players Association. Representing more than 1,800 active and 3,500 retired NFL players, PLAYERS INC "takes the helmets off" the players and markets them as personalities as well as professional athletes. PLAYERS INC activities include retail licensing, corporate sponsorships, special events, radio and television projects, publishing and other promotional programs. PLAYERS INC schedules more than 3,500 NFL player appearances each year. For more information, please visit http://www.nflplayers.com/.

About Electronic Arts:

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, EA develops, publishes, and distributes interactive software worldwide for video game systems, personal computers and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS(TM), EA(TM), EA SPORTS BIG(TM) and POGO(TM). In fiscal 2005, EA posted revenues of $3.1 billion and had 31 titles that sold more than one million copies. EA's homepage and online game site is http://www.ea.com/. More information about EA's products and a full text of press releases can be found on the Internet at http://info.ea.com/.

About Fullhouse Media:

Since 1989, Fullhouse Media has combined creativity and technology to produce effective communications for its clients. The company provides complete TV production and strategy. Fullhouse Media also provides complete Web development services, including strategy, content production, graphic design, technical development and testing. Proud recipients of Emmy, Golden Web and Axiem Awards, Fullhouse is based in Milwaukee, Wisconsin, with clients nationwide.

Electronic Arts, EA, EA SPORTS, EA SPORTS BIG and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. All NFL-related trademarks are trademarks of the National Football League.

Source: PLAYERS INC

CONTACT: Clay Walker of PLAYERS INC, +1-202-496-2871, Clay.Walker@nflplayers.com

Web site: http://www.nflplayers.com/ http://www.foxsports.com/nfl http://www.ea.com/ http://info.ea.com/

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