Mirimar Venture Partners Leads $20 Million in Series C for Brand Affinity Technologies to Promote Celebrity Endorsement and Engagement Business

Based in Irvine, California, Brand Affinity Technologies is a marketing company that is redoing the entire celebrity marketing industry and disrupting the entire industry. On August 24, 2010, the company has announced that it has just raised $20 million in series C funding with Mirimar Venture Partners leading the funding round. Other investors who took part in this colossal funding round include the company’s existing investors, Newport Coast Investments, RimLight Capital, Fulcrum Venture Capital, and Pepper Media International. This funding round also involved the GCI Opportunity Fund II and the Ueberoth Family, who have extensive experience in both sports and celebrity marketing.

Also known as BAT, Brand Affinity Technologies was founded in 2007 and has unleashed the marketing power of celebrities through research, endorsements, and interactive experience. What makes BAT’s product so powerful in the celebrity marketing industry is that it has developed a new research engine that can research over 38,000 different celebrities and athletes worldwide. BAT is primarily there for advertisers and they can use BAT’s platform to analyze different celebrities and help obtain licenses from those celebrities and athletes to market a wide range of consumer products. What makes BAT’s technology even better is that the company has designed apps that can allow consumers to directly interact with celebrities to ensure a more powerful marketing tool for particular products.

Proceeds from this funding round will go to enhance its marketing platform as the company has enjoyed over 177% of celebrity endorsements over the past year, positioning the company to have revenues reach the $30 million mark by the end of 2010.

According to Bruce Hallat, Managing Director of Mirimar Venture Partners, BAT has become very attractive to Mirimar because their management has proven that the have been able to turn their innovation and creativity into serious market penetration and awesome revenue. The key to BAT’s success is that its management understands the power of celebrities and famous athletes from both a business and consumer perspective. By merging the interests of the everyday consumer and the needs of business, BAT has enabled its platform to generate enormous revenue since its founding by taking advantage of a need that is inadequately met in the marketing industry.

Based in Southern California, Mirimar Venture Partners is a venture capital firm that primarily invests in early stage companies in the IT industry. Some other companies in Mirimar’s portfolio include Accelops, BrickFish, Factual, HyperQuality, Matrix Sensors, and others.