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May 4, 2009
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Brand Affinity Reaches Deal With Microsoft Advertising

By Eric Fisher, Staff Writer, SportsBusiness Journal

California-based Brand Affinity Technologies (BAT) has struck a partnership with Microsoft Advertising in which BAT’s online platform for creating and executing celebrity endorsements will be embedded within the software giant’s ad platform that is among the largest on the Internet. Financial terms were not disclosed, but the pact is believed to include revenue sharing components, and gives Microsoft exclusive portal rights to the BAT platform. The deal extends a run of dealmaking for BAT, which earlier this year struck a content deal with Getty Images, and will include both national and local-level activations. “This aligns us with a larger partner with not only breadth and sales acumen, but also the technology to open up a whole new range of opportunities,” said BAT President & CEO Ryan Steelberg. “This is the first partner to come forward and activate with us on a grand scale such as this.”

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