Centerplate and Dreams Partner with University of Louisville to Launch Cardinal Authentic Online Fan Shop

LOUISVILLE, Ky., Nov. 17, 2011 /PRNewswire/ -- Centerplate, the leading hospitality partner to North America's premier sports and entertainment venues, has partnered with Dreams, Inc. (NYSE Amex: DRJ), a technology driven, multi-channel retailer focused on the licensed sports products industry, and the University of Louisville to re-launch the team's official Cardinal Authentic online store, shop.uoflsports.com, featuring expanded product assortment, more accurate search results, powerful product filtering features, and extensive SEO improvements.

The site consists of an assortment of hard and soft goods, including apparel, headwear, gifts, novelties, home decor and collectibles. Supported by Dreams' online marketing expertise and proven proprietary e-commerce technology, the site is designed to deliver a substantial lift in sales while providing an improved visitor experience.

"Louisville's new Cardinal Authentic online shop provides its fans a greater range of gear and trend-specific merchandise to choose from," said Kevin Bates, president of Dreams' retail division. "By employing our unique e-commerce technology and our robust distribution network, Louisville is able to offer in a turn-key fashion an enhanced shopping experience while realizing a stronger revenue stream in support of team activities."

"Centerplate and Dreams provide our fans an opportunity to show their Cardinal pride through an expansive selection of Custom Adidas Louisville Cardinal apparel and products," said Kenny Klein, Senior Associate Athletic Director at the University of Louisville. "With a portion of proceeds from every purchase made through the Cardinal Authentic online store going directly to the athletic department, fans across the country can show their allegiance to U of L while taking in this one of a kind customer experience."

"Centerplate offers the Louisville Cardinals and their fans with the best-in-class retail offering by combining our in-venue retail leadership with Dreams' proven e-commerce solution," said Scott Marshall, Senior Vice President of Retail Merchandise and Fan Innovation at Centerplate. "We're thrilled by this new alliance and are delighted to offer it to fans and drive client returns."

This new, multi-year marketing partnership with Louisville marks Dreams' 74th web syndication client and its fourth alliance with a top-tier college, following the University of Miami Hurricanes, University of Texas Longhorns, and University of Purdue Boilermakers.

About Centerplate

Centerplate crafts and delivers "Craveable Experiences. Raveable Results." in over 250 prominent entertainment, sports and convention venues across North America – annually serving over 100 million guests. Centerplate has provided event hospitality services to 15 official U.S. Presidential Inaugural Balls, 12 Super Bowls, 20 World Series, the 2010 Winter Olympic Games, and the largest plated dinner in history at the Alpha Kappa Alpha Centennial Celebration. The company was recently named the fastest growing restaurant/hospitality group in the country by Nation's Restaurant News. Visit the company online at www.centerplate.com

About The University of Louisville

The University of Louisville is a state supported research university located in Kentucky's largest metropolitan area. It was a municipally supported public institution for many decades prior to joining the university system in 1970. The University has three campuses. The 287-acre Belknap Campus is three miles from downtown Louisville and houses seven of the university's 11 colleges and schools. The Health Sciences Center is situated in downtown Louisville's medical complex and houses the university's health related programs and the University of Louisville Hospital. On the 243-acre Shelby Campus is located in eastern Jefferson County.

About Dreams, Inc.

Dreams, Inc. (NYSE Amex: DRJ) is a technology driven, multi-channel retailer focused on the sports licensed products industry. For more information, please visit www.DreamsCorp.com.

Forward Looking Statements

Statements contained in this press release, which are not historical facts, are forward-looking statements. The forward-looking statements in this press release are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the company to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements. Such statements are indicated by words or phrases such as "anticipates," "projects," "management believes," "Dreams believes," "intends," "expects," and similar words or phrases. Such factors include, among others, the following: competition; seasonality; success of operating initiatives; new product development and introduction schedules; acceptance of new product offerings; franchise sales; advertising and promotional efforts; adverse publicity; expansion of the franchise chain; availability, locations and terms of sites for franchise development; changes in business strategy or development plans; availability and terms of capital including the continuing availability of our credit facility with Regions Bank or a similar facility with another financial institution; labor and employee benefit costs; changes in government regulations; and other factors particular to the company.

SOURCE Centerplate

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