BCE : Bell grows sports leadership with new hockey and other major league content

MONTRÉAL, December 9, 2011 - Bell continues to build its sports content leadership with both the confirmation today of its long-term association with and investment in the Montréal Canadiens, and a new investment in Maple Leaf Sports and Entertainment (MLSE) that gives Bell access to broadcast rights for the Maple Leafs, Raptors, Marlies and Toronto FC.

Investing in the most-watched major league sports teams supports Bell's strategy to deliver the best sports, news and entertainment media across its world-leading broadband networks to Bell Mobility, TV and Internet customers. Our investments in the Montréal Canadiens and MLSE's major-league teams strengthen the leadership of Bell Media's RDS and TSN sport networks, the most-watched French and English language specialty channels of any kind.

"Our long-standing relationship with the Montréal Canadiens has created new ways of delivering the most popular sports content across our leading sports channels like RDS and to every screen our customers may use," said George Cope, President and CEO of Bell Canada and BCE. "Our success in bringing fans closer to the Canadiens is key to Bell's accelerating leadership in sports media across all our broadband platforms."

Associated with the Canadiens for decades - including naming the Bell Centre, the home of the Canadiens and the busiest arena in Canada - Bell in 2009 acquired an ownership interest in the National Hockey League's oldest and most successful team alongside the Molson Family.

"Bell is an ideal partner in growing the strong tradition of the Canadiens Hockey Club, developing advanced technology and marketing approaches to bring this great team to fans in all-new ways," said Montréal Canadiens President and CEO Geoff Molson. "As a part of the Montréal community for generations, Bell understands the power and reach of the Canadiens brand and is committed to our team's success."

Bell is bringing fans closer to the Canadiens on their smartphones, tablets, computers and TV with new services such as the popular mobile Molson 3 Stars voting and advance access to HabsTV video across all four screens. HabsTV goes behind the scenes to offer Bell Mobility, Bell TV and Bell Internet customers a first look at key team developments twice each week. Bell also invests in extensive promotion of the team and its unique Canadiens services ("4 écrans - 1 passion") at the Bell Centre, throughout the Montréal region, and on Bell Media's national sports networks. In addition to RDS, RDS2, RSI, TSN and TSN2, Bell Media also offers TSN Montréal Canadiens and TSN Radio 990 "Home of the Canadiens."

About Bell
Headquartered in Montréal since 1880, Bell is Canada's largest communications company, providing consumers and business with solutions to all their communications needs: Bell Mobility wireless, high-speed Bell Internet, Bell Satellite TV and Bell Fibe TV, Bell Home Phone local and long distance, and Bell Business Markets IP-broadband and information and communications technology (ICT) services. Bell Media is Canada's premier multimedia company with leading assets in television, radio and digital media, including CTV, Canada's #1 television network, and the country's most-watched specialty channels.

Bell is wholly owned by BCE Inc. (TSX, NYSE: BCE). For Bell product and service information, please visit Bell.ca. For Bell Media, please visit BellMedia.ca. For BCE corporate information, please visit BCE.ca.

Caution Concerning Forward-Looking Statements
Certain statements made in this news release, including, but not limited to, statements relating to the proposed investment by Bell in Maple Leaf Sports and Entertainment (MLSE) and other statements that are not historical facts, are forward-looking. Forward-looking statements, by their very nature, are subject to inherent risks and uncertainties and are based on several assumptions which give rise to the possibility that actual results or events could differ materially from our expectations expressed in or implied by such forward-looking statements. As a result, we cannot guarantee that any forward-looking statement will materialize and you are cautioned not to place undue reliance on these forward-looking statements. The forward-looking statements contained in this news release describe our expectations as of the date of this news release and, accordingly, are subject to change after such date. Except as may be required by Canadian securities laws, we do not undertake any obligation to update or revise any forward-looking statements contained in this news release, whether as a result of new information, future events or otherwise. Forward-looking statements are provided herein for the purpose of giving information about the proposed transaction referred to above and its expected impact. Readers are cautioned that such information may not be appropriate for other purposes. The completion of the above-mentioned proposed transaction is subject to customary closing conditions, termination rights and other risks and uncertainties including, without limitation, any required regulatory and league approvals. Accordingly, there can be no assurance that the proposed transaction will occur, or that it will occur on the terms and conditions contemplated in this news release. The proposed transaction could be modified, restructured or terminated.

Media inquiries:
Marie-Eve Francoeur
Bell Media Relations
514 391-5263
Marie-Eve.Francoeur@bell.ca
@Bell_Nouvelles

Investor inquiries:
Thane Fotopoulos
BCE Investor Relations
Relations avec les investisseurs, BCE
514 870-4619
Thane.Fotopoulos@bell.ca