When brothers Chad and Ryan Steelberg set out to build Brand Affinity Technologies (BAT), they envisioned an entirely automated Platform that would put the power of celebrity into the hands of every advertiser & marketer.

As technology veterans, the Steelbergs have extensive backgrounds in building market-changing businesses including dMarc Broadcasting, developer of the technology platform that fundamentally changed radio advertising (sold to Google in 2006); 2Can Media, one of the first and largest Internet advertising sales organizations (sold to CMGI in 1999); and AdForce, the world’s largest independent ad serving and management solution at the time of its sale in 1999. Brand Affinity Technologies (BAT) is founded on the same underlying principal that all of these ventures have shared: efficiency and profitability go hand in hand.

While the ad game continues to change, the sports industry has maintained some steadfast traditions making it both incredibly enticing and entirely frustrating for advertisers to capitalize upon without paying a high entry cost.

Historically, market inefficiencies have limited the number of advertisers that could invest the sizable time and financial investment required to use athlete endorsements. Seeking to break down these barriers and open up the market segment, the Steelbergs created a revolutionary endorsement Platform that connects thousands of celebrity athletes with any advertiser - Fortune 100 to Mom & Pop retailer - for inclusion in their marketing campaigns. BAT’s Platform lets advertisers research, license, and activate celebrity endorsements within any budget, in a low-impact, high-return approach.