Sprint Wins Top Advertising Honors for its Now Network Integrated Digital Campaign

OVERLAND PARK, Kan.--(Business Wire)--
After a week of celebrating the best in advertising and marketing, it was Sprint
(NYSE:S) that took home one of the world`s top advertising prizes at the 56th
Cannes Lions International Advertising Festival on June 27, held in Cannes,
France.

Sprint was recognized for its tech-savvy Now Network campaign, which engaged
Internet users in an unprecedented interactive experience about what`s happening
"Now." The campaign effectively linked Sprint to all things Now by showing
consumers that Sprint gives them the ability to access people and information
immediately, when and how they want. The campaign captured the festival`s top
award - the Gold Lion for an Integrated Campaign - a category recognizing
excellence in a multiplatform advertising campaign. The Cannes Lions
International Advertising Festival is considered by many as the Academy Awards
of the advertising industry.

Sprint beat out several well-known campaigns from other notable competitors to
win the Gold Integrated Lion award. A total of 2,205 entries were submitted in
the Cyber category from organizations worldwide from which 208 finalists were
selected. The Sprint Now Network campaign also took home five other awards -
four Silver Lions and a Bronze Lion in the Digital Category. Sprint was the only
brand to win multiple awards within a category. Additionally, Goodby,
Silverstein & Partners, Sprint`s advertising agency, was recognized as
Interactive Agency of the Year at Cannes.

"This prestigious award is further proof that Sprint is not only a wireless
company but we are also a leader in creative digital media," said Dan Hesse,
Sprint`s chief executive officer. "Our goal was to showcase the power and
breadth of the Sprint Now Network and engage customers on a personal level with
useful and interesting information, and the Now Network campaign has done that
effectively. We are honored and we thank our partners at Goodby, Silverstein &
Partners for their outstanding work."

Sprint`s campaign channels the prevailing idea of what today`s technology is
about: giving people immediate access to information they want from virtually
anywhere on a multitude of devices delivered by America`s most dependable 3G
network*. Sprint`s Now Network microsite offers a screen that captures and
organizes a multitude of factoids from the Internet featuring graphic-infused
tickers, dials and widgets. The Sprint Now downloadable widget and screensaver
stream the latest headlines along with a variety of miscellaneous facts and
trivia, such as the number of planes in the air at a given moment, all delivered
now. Sprint`s digital spots included homepage takeovers with Yahoo! Today, AOL,
ESPN.com, WSJ.com, People.com, CNET and YouTube. On YouTube, the interactive
experience included a first-ever, user-generated digital clock featuring users
who filmed themselves for three seconds while holding up a pre-assigned number,
serving as one digit on the Now Clock. More than 100,000 Web sites linked to the
Sprint Now Network microsite, which earned praise across the Web.

Several elements from the online experience were replicated in a similar fashion
across other platforms including print, television and out-of-home signage.

The Cannes Lion awards add to an impressive list of honors Sprint received
earlier this year for the Now Network campaign, including Gold at the Clios,
Gold at the New York Festivals, Silver Pencils at the One Show, and winner at
the Association of Independent Commercial Producers (AICP) Next Awards Show and
the D&AD Awards Show. Sprint also won top honors at the Webby Awards and was a
finalist at the New York Festivals both awards given for the Get Work Done Now
advertising campaign.

The Sprint Now Network is more than just a physical network; it features
America`s most dependable 3G network*, the largest push-to-talk community,
award-winning phones and devices - including Palm® Pre, one of the
most-anticipated wireless products of the year - all combined with Sprint being
the only national carrier to offer wireless 4G services. In April 2008, Sprint
revolutionized data plans with an all-inclusive price plan, Simply Everything®,
which eliminated the fear of overages. Also, Sprint`s Ready Now in-store
customer service shows people one-on-one how to get the most out of their
wireless experience.

About Sprint Nextel

Sprint Nextel offers a comprehensive range of wireless and wireline
communications services bringing the freedom of mobility to consumers,
businesses and government users. Sprint Nextel is widely recognized for
developing, engineering and deploying innovative technologies, including two
wireless networks serving more than 49 million customers at the end of the first
quarter of 2009; industry-leading mobile data services; instant national and
international push-to-talk capabilities; and a global Tier 1 Internet backbone.
For more information, visit www.sprint.com.

Sprint
Dave Mellin, 720-840-4788
dave.mellin@sprint.com

Copyright Business Wire 2009