BAT Pushes Into Mobile With Fantapper Acquisition

Brand Affinity Technologies, the online endorsement engine for athletes and celebrities which recently raise $20 million in Series C funding, has acquired mobile application company, Fantapper.

It appears they'll keep the Fantapper brand by integrating Fantapper’s mobile applications into BAT’s celebrity-related offerings, including its recently launched netBAT digital media products and services. netBAT, which BAT says is already being deployed at more than 1,000 websites have registered for netBAT services, overlays text content with editorial content and interactive experiences via multimedia apps.

“Consumers have an insatiable appetite for celebrity, are continually looking for meaningful engagement, and spend time with content that interests them,” says Ryan Steelberg, president and CEO of Brand Affinity Technologies. “We’re building a business that capitalizes on what consumers want in a way that delivers value for marketers and media, and the Fantapper deal will further accelerate that effort.”

BAT also says that the Fantapper acquisition will allow BAT’s roster of clients to review and accept endorsement deal offers directly via their mobile phone.