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Press Release

Release Date: 23rd February 2011

World number 1 golfer Lee Westwood, fellow Ryder Cup prodigy Rory McIlroy and England Rugby star James Haskell launch new, world first iphone apps.

World number 1 golfer Lee Westwood, his fellow Ryder Cup winning team mate Rory McIlroy and England Rugby star James Haskell have teamed up with London based Sports marketing company Athlete Factor to launch a world first, voice and video messaging iphone app in time for the highly anticipated 2011 golf and rugby seasons.

In an age where fans are flocking to social media for their latest fix of content from their favourite sporting idols the athletes themselves are taking control of their own content to give fans a unique view into their lives. In a culture of unrivalled accessibility these athletes can now give fans great instant content, all from their own personal app.

The app(s) are the first of their kind in delivering instant voice and video messages from the athletes in the crucial period before and after they play. Fans get a unique, personal insight into their emotion at key times, something which cannot be conveyed by tweets alone. Running on Athlete Factor's 'Callisto' platform, the app(s) also provide fans with a one stop shop, linking directly to Lee, Rory and James's exploits on Twitter, YouTube latest news, and much more. Fans have never been able to get this intimate content from a professional athlete before.

Rory McIlroy comments, ÒI'm really excited about this new App initiative. I'm sure it's going to create a great deal of interest and enjoyment keeping in touch with our fortunes.Ó

Lee Westwood comments, ÒThis is ground breaking in terms of Apps and I'm sure everybody is going to get a great deal of fun and entertainment out of it.Ó

James Haskell comments,Ò The ability to leave instant voice and video messages excites me and is an innovative way for me to communicate with rugby fans. I hope this gives all those who download the app a unique insight into the life of a professional rugby player.Ó

Athlete Factor Managing Director Adam McVicar is delighted to be able to bring this exciting service to fans. McVicar comments, ÒAs Sports enthusiasts we all want to go behind the scenes and find out what our elite athletes are really thinking, their feelings before they perform and their reactions afterwards. Our platform provides this. We want to bring fans closer to their sporting heroes with unique, emotive and real time content. This is just the beginning.

ÒTo be able to launch the platform at this key time in both for both the WGC - Accenture Match Play and 6 Nations with such high calibre Sports stars as Lee, Rory and James reflects the hunger from fans for this type of content and the desire of the athletes to be able to provide something unique.Ó

Download the free iphone version of the app(s) now from the Apple App store to receive the exclusive voice and video content. Keep your eyes on the Apple App store in the coming months for the latest app from your favourite Sportsperson or contact Athlete Factor and let them know who you'd like!


Notes to Editors:

About Athlete Factor
Athlete Factor is a London based Sports marketing company which partners with athletes, clubs, and brands to get the most out of sport.

We specialise in the development of fresh, innovative commercially focused Sports marketing ideas as well as distribute Sports rights across many markets and mediums.

Callisto is a brand new platform for elite athletes to market their brand and monetize voice and video content globally. Callisto allows athletes to have their own branded smart phone application which feeds their fans' appetite for the latest content. The aim is to deliver unique, cutting edge, relevant and timely content which raises an athlete's profile and brand value amongst fans around the world. Your Brand. Your Fans.


For more information please contact:
Adam McVicar
+44(0) 7810448014
adam@athletefactor.com