Brand Affinity Technologies New Partnership

Posted: February 1, 2011 in Social Media

(Irvine, CA and Milwaukee, WI, January 31, 2011) ~ Leading sports and entertainment marketing agency GMR Marketing (GMR) and Brand Affinity Technologies (BAT), the company reinventing endorsement and celebrity marketing, have formally expanded their growing relationship, agreeing to further partner in the areas of celebrity clearance, research and licensing, as well as digital apps and social media.

The two organizations have worked together on numerous client projects in the last 18 months, and have now expanded their relationship to provide GMR with access to BAT’s cutting-edge technology and proprietary platform data, as well as a range of celebrity endorsement and advertising offerings.

“As an agency, we’re constantly advancing how we serve our clients from a sports, entertainment and digital perspective.  We’re always looking to keep our clients in front of emerging technologies.   The relationship with BAT is a natural progression of those efforts,” said Craig Connelly, President of GMR. “By partnering with BAT, we’re able to provide our clients with better information and more insightful recommendations.  We’re happy to expand the partnership with BAT.”

“GMR is an industry leader in sports and entertainment with an incredible roster of brand partners,” said Ryan Steelberg, President and CEO of BAT. “This agreement speaks to the success of our model as a resource for anyone in the sports and celebrity marketing space who wants research intelligence, access to a deep roster of talent, and the ability to make deals happen quickly, across many markets, and within any-size budget.”

The partnership will give GMR full access to BAT’s clearance services including its real-time analytics engine, which provides detailed, daily analysis and activation opportunities on more than 45,000 celebrities, including athletes and recording artists.  GMR also has access to BAT’s new technologies in the social, mobile and digital application-based products space, including BAT’s most recent releases, Fantapper and @BAT.  The two partners are actively creating additional opportunities to drive consumer engagement in 2011.

About GMR Marketing

GMR Marketing is a global, full-service engagement marketing agency that blends off-line and on-line marketing to create branded experiences.  GMR leverages the consumer passion areas of sports, music, entertainment and lifestyle interests. A subsidiary of Omnicom, GMR is headquartered in Milwaukee, with 24 offices in 12 countries. GMR has received numerous industry accolades, including SportsBusiness Journal’s 2009 “Sports Event Marketing Firm of the Year” award.

About Brand Affinity Technologies, Inc.  (BAT)

Founded in 2007, BAT ( unlocks the marketing power of celebrity through research, endorsements, and interactive experiences. BAT’s Endorsement Platform provides daily analysis of more than 45,000 celebrities and athletes, along with the ability to identify, license, and activate  talent for cross-media advertising campaigns. BAT also leverages its research and technology engine to engage consumers directly through Fantapper (, which brings interactive apps to celebrity content across the web. Connect with BAT on Facebook: and Twitter:@BATimpact.



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