Idea Sports Entertainment Group, Inc. Updates Progress of Its P3 Electrolyte Sports Strip

Idea Sports Entertainment Group, Inc. (OTC BB: ISPO) ("Idea") announced today that its development of the P3 electrolyte sports strip ("P3") is progressing as anticipated and, with the help of Innozen, Inc. ("Innozen"), its developmental partner, has reached the following milestones:

--  The initial P3 strip is capable of holding a deliverable load of
    electrolytes equal to approximately one fluid ounce of most recognized
    sports drinks.

--  P3 strips have been produced for flavor testing with the initial
    flavors to be lemon-lime, orange and sour orange.
    

"We are ahead of schedule with our development efforts, and anticipate the product to be available fourth quarter 2005 as planned. We are confident that the P3 strip will replace electrolytes lost through physical exertion in meaningful amounts," stated Hank Durschlag, co-developer of the P3 electrolyte thin film strip.

About Idea Sports Entertainment Group, Inc.

Idea Sports Entertainment Group, Inc. is a sports and entertainment marketing and management company dedicated to developing undervalued sports and entertainment properties and products.

Safe Harbor Act Disclaimer: This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Act of 1934 that are based upon current expectations or beliefs, as well as a number of assumptions about future events. Although the Company believes that the expectations reflected in the forward-looking statements and the assumptions upon which they are based are reasonable, it can give no assurance that such expectations and assumptions will prove to have been correct. The reader is cautioned not to put undue reliance on these forward-looking statements, as these statements are subject to numerous factors and uncertainties, including without limitation, the independent authority of the special committee to act on the matters discussed, the successful negotiation of the potential acquisition and disposal of transactions described above, successful implementation of the company's business strategy and competition, any of which may cause actual results to differ materially from those described in the statements.

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