Xinhua Sports & Entertainment Limited (“XSEL”; NASDAQ: XSEL) is a leading sports and entertainment media company in China. Catering to a vast audience of young and upwardly mobile consumers, XSEL is well-positioned in China with its unique content and access. Through its key international partnerships, XSEL is able to offer its target audience the content they demand -- premium sports and quality entertainment. Through its Chinese partnerships, XSEL is able to deliver this content across a broad range of platforms, including television, the Internet, mobile phones, and other multimedia assets in China. Along with its integrated advertising resources, XSEL offers a total solution empowering clients at every stage of the media process linking advertisers with China’s young and upwardly mobile demographic.

XSEL was founded on November 7, 2005 by Xinhua Finance Limited as a holding company for its China media assets. Xinhua Finance Limited, listed on the Mothers Board of the Tokyo Stock Exchange under the ticker 9399, is an integrated service provider of financial information products focused on China's financial markets and international financial markets. XSEL acquired several companies from its parent and has grown significantly since its founding. The Company is registered in the Cayman Islands.

XSEL is headquartered in Beijing and has offices and affiliates in major cities of China including Beijing, Shanghai, Guangzhou, Shenzhen and Hong Kong.
Our Principal Address is:
Rm 2201, 22/F, Tower D
Central International Trade Center
6A Jian Wai Avenue, Chaoyang District
Beijing 100022, China
Tel: +86-10-8567-6000

As of January 31, 2009, we had 1,323 full-time employees.

Xinhua Finance Limited is our parent company holding a 34.1% stake. Xinhua Finance Limited is a company providing China's financial information and listed on the Mothers Board of Tokyo Stock Exchange under the ticker 9399.

The shares held by XFL previously are class B common shares, which have ten votes per share, compared with one vote per share for our class A common shares. At the end of 2008 XFL converted all of the class B shares into class A common shares and now holds approximately 32.9% of the voting rights in XSEL.

The agency is one of the long-term partners of our parent, Xinhua Finance Limited.

XSEL generates revenue principally by selling advertising on broadcast and print distribution platforms; selling advertising space in newspaper and magazine pages; selling television programs; providing advertisement production services.

XSEL has developed a unique, integrated media platform and operates our businesses along three business groups, Broadcast, Print and Advertising. In doing so, we serve the following constituencies: advertisers and marketing services customers; TV, Radio and Print audiences; television stations or channels.

Strategic acquisitions are a key part of XSEL's growth strategy. The Company plans to pursue acquisitions and relationships that fit with current core competencies and brands. Management has significant experience in identifying, executing and integrating acquisitions in China and achieving ongoing growth through acquisitions. We will continue to make every effort to ensure that recent and future acquisitions are successfully integrated into our operations in order to maximize the potential of these acquisitions.