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Site connects athletes with brands seeking endorsements, from local to national


It’s long been recognized that celebrity endorsements can help sell products, but typically it’s only the biggest brands and the brightest stars that are lucky enough to strike such deals. Aiming to bring celebrity endorsements into the realm of possibility for all the other brands and professional athletes out there, Brand Affinity Technologies has created a platform focused on creating the right match. Founded in 2007, California-based BAT gives advertisers of every size and shape the ability to quickly and easily launch endorsement campaigns using its endorsement platform, which currently includes more than 3,300 contracted athletes and celebrities covering every U.S. DMA. BAT’s celebrity roster includes Olympic athletes and marquee active and retired players in nearly every sport, including Drew Brees of the NFL, Jorge Posada of the MLB and the NBA’s Rajon Rondo. Advertisers can browse that talent based on geography, branding and targeting considerations; included in the platform are detailed talent profiles with photos, videos and personal information—what type of cellphone they use, for example—as well as proprietary metrics that can help compare talent by region, sport and status. Endorsement offerings include digital, radio, outdoor, print and television advertising as well as appearances and virtual memorabilia that advertisers can provide to consumers as incentives and rewards. The BAT platform’s interface mimics an “iTunes experience,” the company says, and standardized contracts help get campaigns up and running quickly. Pricing is on a pay-for-what-you-use, CPM or flat-rate basis with no long-term lock-ins or additional costs for talent or targeting. Some 80 percent of all Americans are self-proclaimed sports fans, and half of all U.S. adults closely follow sports, BAT says. One to emulate for all the fans and brands in your part of the world…? Spotted by: Wired Magazine



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