XFMedia (Nasdaq: XFML), a leading media group in China, announced today that it has signed an agreement with UEFA, the Union of European Football Associations, for the UEFA Europa League (formerly the UEFA Cup) media rights in China during the 2009-2012 period.

Under the terms of the agreement, XFMedia has obtained the right to distribute and broadcast all of the 205 live matches as well as delayed matches and highlights programs via television, Internet and mobile platforms in mainland China except delayed VOD internet.

"This cooperation is fully in line with our plans at XFMedia to expand the sports and broadcast elements of our business," said XFMedia CEO Ms Fredy Bush. "It is an honor to be working with UEFA, and we believe that XFMedia's comprehensive media platform will provide unprecedented visibility and penetration for the UEFA Europa League matches in China's market.

"XFMedia is a new partner of UEFA and we are excited at the prospect of developing our relationship over the coming seasons," said UEFA. "This agreement will deliver extensive coverage for the UEFA Europa League in the world's most populous nation. We are confident that XFMedia will do a great job in delivering the new competition to football fans in China.

"Soccer is China's most popular sport and one of the great national sporting passions of China," Ms Bush said. "European soccer is followed avidly by Chinese soccer fans and the UEFA Europa League is the kind of high quality programming that our advertisers are looking for. Our intention is to continue to build and expand our involvement in sports via television."

UEFA recently announced that the UEFA Cup will be re-named so that from the beginning of season 2009-10 it will be known as the UEFA Europa League.

In February, XFMedia arranged for the NFL's Super Bowl to be broadcast in China through the national satellite television channel NMTV, the only nationwide broadcaster to carry the game live.

XFMedia's Managing Director of Xinhua Sports Division Mr Richard Young, who recently joined the group, will continue to drive the expansion in the company's sports-related commercial activities.

"XFMedia is able to provide integrated media offerings in China because of our extensive and varied media assets," Mr Young said. "We are going to provide broad coverage of the UEFA Europa League in China, along with previously unavailable opportunities for advertisers. It is the first of several steps we are going to make into sports media."

About XFMedia

Xinhua Finance Media ("XFMedia"; Nasdaq: XFML) is a leading media group in China with nationwide access to the upwardly mobile demographic. Through its synergistic business groups, Broadcast, Print and Advertising, XFMedia offers a total solution empowering clients at every stage of the media process and connecting them with their target audience. Its unique platform covers a wide range of media assets, including television, radio, newspaper, magazine, outdoor, online and other media assets.

Headquartered in Beijing, the company has offices and affiliates in major cities of China including Beijing, Shanghai, Guangzhou, Shenzhen and Hong Kong. For more information, please visit .

Safe Harbor Statement

This announcement contains forward-looking statements. These statements are made under the "safe harbor" provisions of the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking statements can be identified by terminology such as "will," "expects," "anticipates," "future," "intends," "plans," "believes," "estimates," "confident" and similar statements. Among other things, quotations from management in this announcement contain forward-looking statements. Statements that are not historical facts, including statements about XFMedia's beliefs and expectations are forward-looking statements. Forward-looking statements involve inherent risks and uncertainties that could cause actual results to differ materially from those contained in any forward-looking statements. Potential risks and uncertainties include, but are not limited to, risks outlined in XFMedia's filings with the U.S. Securities and Exchange Commission, including its annual report on Form 20-F. All information provided in this press release is as of the date hereof, and XFMedia undertakes no duty to update such information, except as required under applicable law.

For more information, please contact:

Media Contact

Joy Tsang

XFMedia

Tel: +86-21-6113-5999