Sports Superstars Now Accessible and Affordable For Radio and TV Advertising

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ROI Media Direct and Brand Affinity Technologies Deliver Unparalleled Access to Athlete Endorsements for Radio and TV

"Our radio and TV clients love how easy it is to secure pro athletes at reasonable prices to endorse products and services." Greg Cynaumon, Ph.D. Patrick Lennon Partners, ROI Media Direct

ROI Media Direct and Brand Affinity Technologies, Inc. (BAT) have joined forces to usher in a new era of accessibility and affordability among athlete and celebrity endorsements. ROI, a full-service ad agency with tier-one clients such as:®, eHarmony® and Lifelock®, is an independently operated, wholly owned subsidiary of BAT, the company revolutionizing endorsement marketing. Starting today, BAT’s Platform including over 36,000 athletes and celebrities is immediately accessible to ROI clients, streamlining a typically lengthy and expensive talent research and endorsement process.

“What BAT has accomplished is a game-changer in the world of athlete and celebrity endorsement advertising,” said Zeus Peleuses, Partner at ROI Media Direct. “Case in point: a Pontiac dealer in St. Louis wanted a professional athlete for their radio campaign. In the past, advertisers would have had to jump through multiple time-consuming and costly hoops to secure such an endorser. Now this can be achieved affordably in a matter of days. Our BAT relationship opens up a whole new world of athlete and celebrity endorsement opportunities for our many advertisers who have quickly recognized the advantage.

“BAT’s Platform makes it easy for local, regional, and national advertisers to launch cross-media campaigns featuring high-profile endorsement talent,” Peleuses continued. “Our clients describe the Platform’s interface as an ‘iTunes experience,’ in which advertisers browse a proprietary catalog of celebrities, including professional athletes, in search of the right spokesperson. BAT’s Platform provides celebrity affinity on a daily, national and local basis via BAT’s proprietary technology; commercial ready creative assets; and standardized contracts and negotiations so that campaigns can be up-and-running quickly and affordably.”

According to Ryan Steelberg, President and CEO of BAT, “ROI Media Direct was the ideal fit in that they’re way ahead of the curve in applying the power of celebrity endorsements to radio and TV campaigns. Listen to any commercial break on Rush, Jim Rome, Dr. Laura, Colin Cowherd, or Hannity and you’ll hear them endorsing ROI clients. Our partnership with ROI opens up a universe of athletes and celebrities who are ready to apply their star power, credibility, and consumer affinity to both offline and online campaigns.”

About ROI Media Direct (ROI)
ROI Media Direct ( is a full-service agency with offices in San Diego, CA, Newport Beach, CA, and New York. ROI is widely recognized for its acumen in direct response radio and television advertising, with high profile clients such as:®, eHarmony® and LifeLock®. With creative and buying divisions led by Dr. Greg Cynaumon (doctor of psychology), ROI drives success for its clients by uniquely analyzing, orchestrating, and optimizing campaigns using its proprietary Ad•Col•ogy formula. Ad•Col•ogy is the total integration of experiential psychology and advertising for the express purpose of activating consumerism through shared experiences. ROI Partners, Patrick Lennon, Zeus Peleuses, and Dr. Greg Cynaumon have created an organization that enjoys deep relationships and a pristine industry reputation among network and station executives and on-air talent.

About Brand Affinity Technologies, Inc. (BAT)
Founded in 2007, BAT ( is reinventing the business of celebrity marketing by making it easy and affordable for advertisers of all sizes to launch ad campaigns featuring athletes and celebrities. Advertisers use BAT’s Endorsement Platform to identify, license, and activate the most effective talent for their campaigns, based on brand and targeting considerations. Currently, BAT’s Platform features more than 3,500, and tracks over 36,000 top athletes and celebrities in markets nationwide. It is used by leading advertisers to build brand value and boost campaign performance. BAT’s celebrity roster includes Olympic athletes and marquee active and retired players in nearly every sport, including Drew Brees (NFL), Jorge Posada (MLB), Rajon Rondo (NBA), Brooks Robinson (MLB – Hall of Fame), Walt Frazier (NBA – Hall of Fame), and Lennox Lewis (Boxing).

Contact: Dr. Greg Cynaumon ROI Media Direct: 949-548-2600


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