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Company's New Name Dictated by Expansion of Its Network to Include Greater Reach and Access to Passionate Fans
San Francisco, Calif. (February 11, 2008)- Active Athlete, Inc., a media and technology company solely dedicated to connecting marketers with sport enthusiasts, announced today that the company has changed its name to Sportgenic. The new name signifies the company's recent expansion of its network to include greater reach and access to passionate fans, in addition to its existing audience of avid sport participants.
Sportgenic is the fastest growing network of sport enthusiasts online, with more than 18 million unique users per month. Its network of 190+ sites are comprised of the most relevant, social and community-focused Web environments in the industry. Sportgenic covers every vertical of sport enthusiasts from endurance athletes and adrenaline junkies to outdoor enthusiasts, country clubbers, general fitness enthusiasts and team players.
"Our name change to Sportgenic is indicative of the company's growth, and the evolving breadth and depth of our network," said Robert Tas, CEO of Sportgenic, formerly Active Athlete. "To date, our advertisers have experienced great success in reaching an audience that was largely comprised of participants. We've since widened our scope, extending our advertisers' reach to include passionate sports fans."
One of the publishers in the Sportgenic network is MMAJunkie.com, a website dedicated to mixed martial arts (MMA) and Ultimate Fighting Championship (UFC) fans. The site brings together millions of fans eager to share their passion for the sport of MMA. "The mixed martial arts audience understands that without advertising and sponsorships our community and sport could not survive," said Eric Foster, founder, MMAJunkie.com. "MMA participants and devoted fans buy what they believe in -that includes the brands that believe in them and their sport. We're excited to be a new part of the Sportgenic network and to bring our fans together with sincere brands looking to reach them."
Until now, brands and agencies have found it difficult to reach both participants and fans as they're segmented across many web sites with little audience data, metrics or advertising technology to support their marketing objectives. Sportgenic solves this problem using proprietary technology to aggregate sport enthusiasts into one network.
Sport enthusiasts embody one of the most desirable demographics a variety of advertisers seek, including car companies, packaged goods, retailers, financial services, travel organizations and more. Current projections put this market at 212 million sport enthusiasts in the U.S. Regardless of which type of sport the consumer loves, the one key characteristic shared by all is passion.
Added Tas: "The name Sportgenic is the best representation of our publishers and a great descriptor for what we offer advertisers - a highly engaged and passionate audience. Whether it's a fan who paints his face in team colors, someone who feels compelled to run 26 miles, a person who joins the AIDS Ride, or someone who never misses a game for his company softball team, you can feel that energy and commitment from a sport enthusiast. It's in their genes, in what they wear, in what they buy."