Brand Affinity Technologies Acquires Virtual Memorabilia Company
February 02, 2010
(SPORTS TECHNOLOGY)
Brand Affinity Technologies, Inc., or “BAT,” the company reinventing the business of endorsement marketing, has reportedly acquired privately held La Jolla, Calif.-based Beelya, a creator of authentic, virtual sports collectibles.
The acquisition is expected to help BAT to extend its portfolio of endorsement offerings, as advertisers look to tap into the power of athlete and celebrity brands.
'Beelya, like BAT, exists because of the enthusiasm and passion that consumers have for their favorite athletes,” said Ryan Steelberg, president and CEO of BAT, in a statement, adding that the company’s vision is to offer advertisers a robust menu of ways to engage with consumers and benefit from the instant recognition and affinity that sports stars deliver.
“This acquisition allows us to add a popular and fast-growing social marketing tool to our portfolio of endorsement offerings,” he said.
Beelya had previously secured exclusive virtual memorabilia agreements with more than 165 sports stars, over 70 of which are already on BAT's platform, including Torii Hunter, 3-time All-Star, Los Angeles Angels of Anaheim, Ray Lewis, Super Bowl XXV MVP, linebacker and Baltimore Ravens, and Carson Palmer, Pro-Bowl quarterback and Cincinnati Bengals player.
BAT will expand the number of athletes involved and will ensure rights management and regulations compliance.
Back in October Brand Affinity Technologies and Emmis Radio, the diversified media firm with radio operations in the many of the nation's largest markets, had announced their partnership to offer advertisers access to over 3,000 athlete and celebrity endorsers for immediate activation across Emmis media channels.
The partnership leverages Emmis' expertise in radio programming and advertising and BAT's simplified endorsement process to give national and regional advertisers the ability to quickly and easily launch geographically and contextually relevant campaigns.
The acquisition is expected to help BAT to extend its portfolio of endorsement offerings, as advertisers look to tap into the power of athlete and celebrity brands.
'Beelya, like BAT, exists because of the enthusiasm and passion that consumers have for their favorite athletes,” said Ryan Steelberg, president and CEO of BAT, in a statement, adding that the company’s vision is to offer advertisers a robust menu of ways to engage with consumers and benefit from the instant recognition and affinity that sports stars deliver.
“This acquisition allows us to add a popular and fast-growing social marketing tool to our portfolio of endorsement offerings,” he said.
Beelya had previously secured exclusive virtual memorabilia agreements with more than 165 sports stars, over 70 of which are already on BAT's platform, including Torii Hunter, 3-time All-Star, Los Angeles Angels of Anaheim, Ray Lewis, Super Bowl XXV MVP, linebacker and Baltimore Ravens, and Carson Palmer, Pro-Bowl quarterback and Cincinnati Bengals player.
BAT will expand the number of athletes involved and will ensure rights management and regulations compliance.
Back in October Brand Affinity Technologies and Emmis Radio, the diversified media firm with radio operations in the many of the nation's largest markets, had announced their partnership to offer advertisers access to over 3,000 athlete and celebrity endorsers for immediate activation across Emmis media channels.
The partnership leverages Emmis' expertise in radio programming and advertising and BAT's simplified endorsement process to give national and regional advertisers the ability to quickly and easily launch geographically and contextually relevant campaigns.
Anil Sharma is a contributing editor for TMCnet. To read more of Anil’s articles, please visit his columnist page.
Edited by Kelly McGuire
