TIDMSPMG
Sport Media Group plc
TR-1(i): NOTIFICATION OF MAJOR INTERESTS IN SHARES
1. Identity of the issuer or the underlying issuer of existing shares to which
voting rights are attached (ii):
Sport Media Group Plc
2. Reason for the notification
An acquisition or disposal of voting rights:
3. Full name of person(s) subject to the notification obligation (iii):
AXA S.A. 25 Avenue Matignon, 75008, Paris and its group of companies
4. Full name of shareholder(s)
5. Date of the transaction (and date on which the threshold is crossed or
reached if different) (v):
29 December 2009
6. Date on which issuer notified:
30 December 2009
7. Threshold(s) that is/are crossed or reached:
10%
8. Notified details:
A: Voting rights attached to shares
Class/type of shares if Situation previous to the Triggering
possible using the ISIN CODE transaction (vi)
Number of shares Number of voting Rights
(viii)
GB00B11FCP94 10,131,668 10,131,668
Ord. 0.25p Shares
Resulting situation after the triggering transaction (vii)
Class/type of Number of Number of voting rights % of voting
shares if possible shares (ix) rights
using the ISIN
CODE
Direct Direct (x) Indirect (xi) Direct Indirect
 125,000  125,000 9,756,668 0.13% 9.87%
B: Financial Instruments
Resulting situation after the triggering transaction (xii)
Type of Expiration Exercise/Conversion Number of % of
financial Date (xiii) Period/ Date (xiv) voting rights voting
instrument that may be rights
acquired if
the instrument
is exercised/
converted.
Total (A+B)
Number of voting rights % of voting rights
9,881,668 9.997%
9. Chain of controlled undertakings through which the voting rights and/or the
financial instruments are effectively held, if applicable ((xv):)
Proxy Voting:
10. Name of the proxy holder:
      N/A
11. Number of voting rights proxy holder will cease to hold:
      N/A
12. Date on which proxy holder will cease to hold voting rights:
      N/A
13. Additional information:
14. Contact name:
Kyere Tabiri
15. Contact telephone number:
     020 7003 1510
[HUG£1370016]
(END) Dow Jones Newswires
January 04, 2010 08:20 ET (13:20 GMT)