LA JOLLA, CA - March 29, 2004 - Proving that athletes and their peers can provide one of the best testimonials for active lifestyle products, Active Marketing Group has launched five new sponsored athlete teams for 2004. As the fast-growing marketing services division of The Active Network (www.theactivenetwork.com), Active Marketing Group developed its sponsored athlete program to help major brands increase awareness for their products by leveraging peer-to-peer marketing among athletes. Corporations such as Unilever and Nokia are among this year's team sponsors, using the Active Marketing Group program to get their brands in front of millions of recreational athletes across the country.
More than 5,000 runners, cyclists, triathletes, adventure racers and mountain bikers applied for Active Marketing Group's five teams. An estimated 1,100 athletes will participate in the program, wearing branded apparel and using and promoting products such as Degree® Antiperspirant, Nokia 5140 mobile phones, Amino Vital® sports performance supplements, ConAgra's Egg Beaters®, Energice® Freezer Bars, Road ID? athlete identification and Sof Sole® insoles. Last year, athletes in the Active Marketing Group program interacted with more than 2,400,000 athletes at more than 3,000 events in the U.S., Canada and overseas.
According to Active Marketing Group, the program's success has proven how effective a brand can be when it's 'participating with,' instead of 'messaging at' the consumer. Explained Matt Landa, president of Active Marketing Group's parent company, The Active Network, "2004 marks the third year we have recruited and managed grassroots athlete teams to serve as brand ambassadors for our clients' products. It's the credibility of the messenger that makes this type of program effective and proves that market share can be built through peer-to-peer referrals, one customer at a time."
Amateur athletes are chosen from thousands of applicants, with selection based on leadership and athletic skills, frequency of participation in events and competition, and the athletes' sphere of influence within their training circles. From California and Colorado to Indiana and Pennsylvania, the teams are diverse in background, age, accomplishments and sport. Athletes are compensated with free product, gear, and additional monies depending on any media exposure they capture for the sponsor companies.
About Active Marketing Group
Marketing services from Active Marketing Group help brands develop meaningful relationships with active consumers. Active Marketing Group is part of The Active Network, the leading technology and marketing provider for participatory sports and recreation. Through its Web properties, Active.com (www.active.com) and eteamz (www.eteamz.com ), The Active Network continues to consolidate America's recreational sports communities and offers Active Marketing Group clients a highly effective means to reach active consumers. Through integrated programs that include event marketing, product sampling, licensing, athlete sponsorships, and online and traditional media, Active Marketing Group can provide access to this aggregated participatory sports community. For information about The Active Network, visit (www.theactivenetwork.com).