Irvine, Calif. – Brand Affinity Technologies (BAT), a
service that offers to help athletes and celebrities gain endorsement marketing
deals, has acquired Beelya, a creator of authentic virtual sports collectibles.

Financial terms of the deal were not disclosed.

Irvine, Calif.-based BAT was founded
in 2007 by brothers Ryan and Chad Steelberg, who sold their previous venture,
dMarc, to Google.

BAT currently counts more than 3,300 athletes and celebrities
as clients, and works to secure endorsement deals across digital, radio,
outdoor, print and TV ads.

The acquisition of La Jolla,
Calif.-based Beelya will add virtual memorabilia to the list.

Beelya has
virtual memorabilia agreements with over 100 sports stars, including Brett
Favre, Johnny Damon and Matt Hasselback.


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