FOR IMMEDIATE RELEASE
August 16, 2005


Beef O’Brady’s, FHSAA renew partnership, popular discount card program

GAINESVILLE – Tampa-based Beef O’Brady’s Family Sports Pub has renewed its partnership with the Florida High School Athletic Association for an additional two years, the Association office announced today. The renewed partnership ensures the continuance of the highly popular and successful “Beef O’Brady’s FHSAA Coaches’/Officials’ Discount Card” program.

“The FHSAA is pleased and excited to announce this partnership renewal,” said FHSAA Commissioner Dr. John A. Stewart. “Beef O’Brady’s is a fantastic partner to the Association, but more importantly to the member schools located in and near their stores’ communities.”

“Beef O’Brady’s has over 175 family sports pubs and each store is actively involved with schools in their neighborhoods,” said Ken Hall, Vice President of Marketing for Family Sports Concepts Inc., the parent company of Beef O’Brady’s. “Our continued association with the FHSAA and the state-wide Beef O’Brady’s High School Football Scoreboard show makes perfect sense for our community-oriented family sports concept. We’re excited about our involvement.”

Jacksonville-based Youth Sports Marketing LLC, the official marketing agency of the FHSAA, negotiated the extension. Youth Sports Marketing President/CEO Steve Berrey handled the negotiations.

FHSAA member school coaches and registered contest officials with a “Beef O’Brady’s FHSAA Coaches’/Officials’ Discount Card” receive 15-percent off the price of all food purchased by themselves and up to three guests at participating Beef O’Brady’s stores. Coaches can get their discount cards through their athletic directors or by contacting Youth Sports Marketing.

About the FHSAA
Headquartered in Gainesville, the Florida High School Athletic Association is the governing body for interscholastic athletic competition in Florida. It has a membership of more than 720 middle and senior public and private high schools. More than 175,000 student-athletes annually participate in one or more of the FHSAA’s 28 championship sports programs. More information is available at www.fhsaa.org.

About Beef O’Brady’s
Beef O’Brady’s is a national chain of family sports pubs that achieves its success by building relationships with the local schools, youth sports leagues and other community organizations in each and every Beef O’Brady’s neighborhood market. Opening 38 new restaurants in 2004 alone, Beef O’Brady’s is on the fast track to national growth. By the end of 2005, 50 new locations are set to open bringing their total to 210.

Ironically, despite what the name implies, Beef O’Brady’s is actually best known for its Buffalo-style chicken wings. In the early days of its inception, founder Jim Mellody tried featuring several different “beef” menu items, but soon found that his customers loved his recipe for Buffalo-style chicken wings. In fact, today his sauce is bottled under a private label and is sold on the Beef’s web site.

Beef O’Brady’s menu also features a variety of healthy choices, including an array of salads, such as its popular grouper salad. Beef’s also serves chicken fingers, a variety of sandwiches including a Buffalo-style chicken sandwich, baskets, such as fish & chips and fried shrimp, and a new half-pound steak burger. A very moderately priced kids menu and video games reinforce the “kid appeal” of this unique concept. Visit www.beefobradys.com for more information.

Contacts:
Jack Watford
Director of Communications, FHSAA
(352) 372-9551 ext. 170
jwatford@fhsaa.org

Steve Berrey
President, Youth Sports Marketing
(904) 714-9067
mrhischool@comcast.net

Cristina Alvarez
Project Coordinator, Youth Sports Marketing
(352) 333-2106
sportsgirl24601@aol.com

Have a question about your Beef O’Brady’s FHSAA Coaches’/Officials’ Discount Card? Email Steve Berrey or Cristina Alvarez.