Market Overview

Brand Affinity Technologies, Inc. Acquires Fan Photography Business Printroom


Brand Affinity Technologies, Inc. (BAT), the expert in activating, engaging and monetizing the fan, has acquired the fan photography business and intellectual property of Printroom, Inc. (, one of the nation's leading online fan and professional photography services platforms for sporting and entertainment events. Through this acquisition, BAT will have access to marquee live events and their respective fans, across the nation, creating engaging fan photo experiences for the NFL, MLB, NBA, NHL, NCAA sports teams, live entertainment, and popular live studio audience game shows.

Printroom is the market leader in providing high-value, fan photo engagement solutions to over 50 professional sports properties, sports teams, and event promoters. Printroom's fan photography division directly engaged with and photographed over 10 million U.S. fans in 2011, translating into nearly $10 million in gross sales. Its platform reached over 30 million unique fans during the past three years.

By leveraging BAT's technology expertise and extensive resources, BAT plans to continue expanding its existing product and service offerings as well as support and grow the acquired Printroom fan photography business.

“Event promoters want to find ways to extend their brand reach beyond an event and truly engage their fans. There's no better way to leverage the passionate fan at a memorable event than through photos,” said Ryan Steelberg, president and CEO of Brand Affinity Technologies. “Photo sharing is at an historic high. Our innovative Fantapper offering already gives people a compelling way to view, organize and more importantly, share their personal photos and digital media. With Printroom, we hope to greatly accelerate that effort and bring professional fan photos into the experience. Teams win, promoters win, fans win.”

The acquired Printroom business will fall under BAT's already comprehensive digital arsenal of web, events, and endorsement offerings, including Fantapper, one of the largest fan activation and social platforms. With millions of users, Fantapper products and services provide online experiences for people who want to create, organize and revel in life's moments.

“We're thrilled to become a part of the BAT family,” said Carlton Osborne, CEO of Printroom. “We believe their technical infrastructure, resources, and expertise will quickly allow us to deliver greater value to our clients and their customers. We greatly value our long-standing partnerships with professional sports teams, leagues, and event promoters; and through this transaction with BAT, we will continue to set the standard for photography services in the industry.”

Printroom's four founders have agreed to become active members of the Brand Affinity Technologies team. It is anticipated that, through the acquisition, BAT will build upon Printroom's proven success with providing revenue-generating solutions for teams and event promoters to extend fan engagement, promote brand alignment, enable sponsorship integration and drive social sharing and community development.

BAT was created by Ryan and Chad Steelberg, who together founded and operated three successful companies prior to BAT: dMarc (sold to Google in 2006), AdForce (sold to CMGi in 1999), and 2CAN Media (also sold to CMGi in 1999). Since 1996, the Steelbergs have raised more than $170 million in equity financing, managed more than 400 employees and created in excess of $3.0 billion in shareholder value through their previous ventures.

About Brand Affinity Technologies

Brand Affinity Technologies (BAT), founded in 2007, is a technology and marketing services company focused on activating, engaging, and monetizing the FAN. BAT's offerings power highly-targeted and interactive 360° fan-centric experiences and promotions. Its partners include thousands of celebrities, athletes, professional sports teams and leagues, and event promoters. For more information, visit and

Roz Silva for Brand Affinity Technologies, Inc.
Direct: 310-496-4448
Cell: 310-963-5280

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