Virtual Fan Net Connects Brands WIth Athletes

Tim-LincecumBlending digital media and sports marketing, Amplify Social's new network teams brands with professional athletes' endorsements.

According to the recently founded shop, The Virtual Fan Network already boasts exclusive contracts for over 300 active athletes, including Major League Baseball's Tim Lincecum; the National Football League's Marcedes Lewis, Mike Wallace, and Michael Turner, as well as (retired) NFL great Brett Favre. 

Promising low barriers to entry, Amplify Social co-founder and CEO Brian Wilhite said the network allows brands to quickly integrate their message into an athlete’s social-media presence.

“There have been limited attempts to provide athletes and the sports industry with a set of tools or a platform that allows them to properly leverage digital media,” said Wilhite. “We want to provide a scalable solution that brands want to use, that will help them reach their consumers while also providing real value for the athletes.”

In a beta test, Victory Chevrolet created a marketing presence around San Francisco Giants pitcher Tim Lincecum. His VFN launched with a digital baseball card, which he shared through his social graph and via QR code printed on a series of memorabilia drink cups to celebrate 1,000 strikeouts for the young pitcher.

Added cofounder and Chief Marketing Officer Cory Treffiletti: “Our model allows athletes and fans to engage remotely, wherever they may be in digital media, and brands benefit from that integration.”

As the co-founders point out, the market for digital media and sports marketing and endorsements is increasing.

Digital media expected to eclipse $77 billion, exceeding TV ad spending, by 2016, according to a recent Forrester study. Athlete sponsorship dollars are continuing to increase as well, projected to be more than $38 billion, according to eMarketer, by 2016.

Founded in 2011, The Virtual Fan Network is Amplify Social’s first official product.

Additional athletes with the network include Shannon Boxx of the Women’s U.S. Olympic Soccer Team and freestyle skiers Simon Dumont and Sarah Burke.

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