Brand Affinity & GMR Formalize Partnership

GMR and Brand Affinity Technologies (BAT) today announced a formal partnership that will provide GMR with access to BAT's technology and proprietary platform data, as well as a range of celebrity endorsement and advertising offerings. The partnership is an extension of the working relationship both have developed on numerous client projects over the last 18 months.

"As an agency, we're constantly advancing how we serve our clients from a sports, entertainment and digital perspective. We're always looking to keep our clients in front of emerging technologies. The relationship with BAT is a natural progression of those efforts," said Craig Connelly, President of GMR. "By partnering with BAT, we're able to provide our clients with better information and more insightful recommendations. We're happy to expand the partnership with BAT."

"GMR is an industry leader in sports and entertainment with an incredible roster of brand partners," said Ryan Steelberg, President and CEO of BAT. "This agreement speaks to the success of our model as a resource for anyone in the sports and celebrity marketing space who wants research intelligence, access to a deep roster of talent, and the ability to make deals happen quickly, across many markets, and within any-size budget."

The partnership will give GMR full access to BAT's clearance services including its real-time analytics engine, which provides detailed, daily analysis and activation opportunities on more than 45,000 celebrities, including athletes and recording artists.