• December 6, 2011

Endorsement and celebrity marketing firm Brand Affinity Technologies, Inc. (BAT) has signed a licensing agreement with the Major League Baseball Players Association (MLBPA).

The firm will broker advertiser offers to players. Advertisers may secure a license, through BAT, with the MLBPA to use more than two active players in any media or advertising campaign within a single calendar year. This includes personal appearances, TV/Radio campaigns, out-of-home advertising and online advertising campaigns -- including, and for the first time, social media advertising campaigns.

“BAT’s unique ability to provide targeted athlete recommendations, licensing and clearance solutions, through their digital platform to brands across our 750 players, is a fantastic capability and we felt this was a key opportunity for players to gain access to new endorsement partners,” said Richard White, MLBPA general manager of business affairs, in a statement.