NBA TV Program with Shaquille O'Neal and Dwyane Wade Launches Season for Returning NBA Partner Nestle Crunch; ''Nestle Crunch Hot Shots Camp'' Becomes First TV Special for an NBA Sponsor

Business Wire, Oct 3, 2005

NEW YORK -- Nestle Crunch and the National Basketball Association announced the airing of a broadcast special for NBA TV entitled "Nestle Crunch Hot Shots Camp" -- Wednesday, October 5th at 6:30 p.m. and 10:30 p.m. (EST). The TV special is part of a new multi-year marketing partnership between Nestle Crunch and the National Basketball Association, partners since 1992.

NBA fans will see behind-the-scenes footage of a group of talented basketball players from around the country who experienced a once-in-a-lifetime opportunity of going one-on-one with The Diesel, Shaquille O'Neal, NBA world champion and 2004 NBA All-Star MVP. As an added bonus, Miami teammate and NBA All-Star, Dwyane Wade, made a special appearance and schooled the young players on the ins and outs of basketball.

NBA fans can look forward to a reality-TV-like feature rich with hard driving moves and upbeat tunes. All the action centers around the fourteen 2005 Nestle Crunch Hot Shot winners who earned the opportunity to take part in the exclusive 7th Annual Nestle Crunch Hot Shots Camp, held at the University of Miami's Convocation Center August, 13. Each sent in a 60-second video entry showcasing their on-the-court skills, distinctive style and overall Crunchy attitude. Wrapping the stadium were stands jam-packed with roaring fans and the air was filled with today's hottest music spun by the Miami Heat's own DJ Irie.

"Over the years, the Nestle Crunch brand has continued to update its NBA-related programming with an eye on what's meaningful to the consumer and a mission to deliver unique experiences and this TV special is a great example," said Mark Tatum, NBA Vice President of Marketing Partnerships "The television show brings to life the brand's attributes of high energy and individuality. With a larger than life spokesperson like Shaquille O'Neal and one-of-a-kind fan events, Nestle Crunch is setting a new standard in maximizing fun and excitement behind its NBA partnership."

"For the last seven years, Nestle Crunch has offered this once-in-a-lifetime experience to young basketball players nationwide," said Steve Pratt, Brand Manager, Nestle Crunch. "Those who have won are still talking about the thrill of going one-on-one against the best in the NBA. With the support of NBA TV,, we're now able to share this unique experience with NBA fans everywhere via this 30-minute special." For those who are inspired and interested in the challenge, log onto nestlecrunch.com. We'll soon be on the look out for our 2006 Nestle Crunch Hot Shots winners.

Crunch Hot Shots Camp footage is being made available to fans on NBA TV and NBA.com. Comcast cable subscribers will be able to access highlights from the show through Video On Demand beginning in mid-October.

About NBA TV

Launched in 1999, NBA TV is a fan's all-access channel for everything basketball. NBA TV offers exciting new technology such as High-Definition and VOD; more than 20 original series programs; more than 200 games including 100 NBA regular season and Playoff games; major International competitions and weekly Euroleague games; exclusive access to NBA events; news from around the world of basketball; nightly highlights; Top 10 Plays of the Day; interviews with the game's insiders; real-time statistics; and, the latest fantasy basketball and video game news. NBA TV has more than 30 national advertisers on board, is available to 67 million U.S. homes through several of the nation's top 10 cable and satellite companies -- Comcast, Time Warner, Cox, Cablevision, Bright House, Buckeye Cable, Blue Ridge Cable, DIRECTV and DISH Network - and can be seen in 39 countries abroad.

About Nestle Crunch

Named one of "America's Most Admired Food Companies" in Fortune magazine for the eighth consecutive year, Nestle USA provides quality brands and products that bring flavor to life every day. From nutritious meals with STOUFFER'S(R) LEAN CUISINE(R), to baking traditions with NESTLE(R) TOLL HOUSE(R), to advancing life for pets with PURINA(R), Nestle USA makes delicious, convenient, and nutritious food and beverage products that enrich the very experience of life itself. That's what "Nestle. Good Food, Good Life" is all about. Well-known Nestle brands include: NESTLE(R) TOLL HOUSE(R), NESTLE(R) NESQUIK(R), NESTLE(R) COFFEE-MATE(R), NESTLE(R) GOOD START(R), STOUFFER'S(R), STOUFFER'S(R) LEAN CUISINE(R), HOT POCKETS(R) and LEAN POCKETS(R) brand sandwiches, NESCAFE(R), NESCAFE(R) TASTER'S CHOICE(R), LIBBY'S(R) JUICY JUICE(R), BUITONI(R), POWERBAR(R), NESTLE(R) CRUNCH(R), NESTLE(R) BUTTERFINGER(R), WONKA(R), PURINA(R) DOG CHOW(R) and CAT CHOW(R), PURINA(R) FRISKIES(R) , and PURINA(R) TIDY CATS(R) and TIDY CATS CRYSTALS(R). Nestle USA, with 2004 sales of $12.5 billion, includes Nestle Brands Company, Nestle Prepared Foods Company, Buitoni North America and Nestle Purina PetCare Company. Nestle USA is part of Nestle S.A. in Vevey, Switzerland--the world's largest food company with 2004 sales of $69.9 billion. For product news and information, visit Nestleusa.com or NestleNewsroom.com.