Active Athlete Media Enables Mobile Marketing for Ford Ironman World Championship

Athlete Media, an online media company that connects advertisers with consumers
engaged in lifestyle sports, has broadened its portfolio of services to help
customers extend event coverage to more sports enthusiasts “on-the-go.”
Specifically, the company is leveraging advanced text messaging and Web
browsing technology to effectively engage an active, mobile audience and keep
fans closely connected to their favorite events. Ironman is the first to
benefit from Active Athlete’s mobile marketing services, implemented during the
recent 2007 Ford Ironman World Championship in


technology will be used again at Ford Ironman

Florida on November 3rd and at the Ford Ironman
World Championship 70.3 on November 10th.

As part of
an extended digital marketing strategy to move beyond traditional offline and
online marketing, Active Athlete engaged AT&T as the exclusive wireless
provider for key Ironman triathlon events this fall, to deliver event
information via mobile phones. This includes text message (SMS) updates with
participant status at key checkpoints, as well as a custom-built Web site (WAP)
for optimal viewing on mobile phones, even supporting streaming video.

“In today’s
mobile world, with consumers leading more active lifestyles, it’s important to
hit people with relevant information where and when they want it,” said Robert
Tas, CEO of Active Athlete Media. “Our goal in offering enhanced mobile
marketing strategies is to help reach sports fans wherever they are —
ultimately increasing brand awareness, consumer affinity and loyalty.”

recognize that more and more people are on-the-go, so delivering instant
coverage to a mobile audience is a natural extension to our marketing strategy,”
said Bill Potts, vice president of marketing for Ironman. “Active Athlete has
helped us make it easier for fans to stay connected with the event, as well as
their loved ones participating in the competition.”

Athlete has worked with Ironman the past two years, providing online
advertising for This year, in addition to mobile marketing
services for the 2007 Ford Ironman World Championship, the company provided
signage for the onsite “Ironman AT&T Mobile Experience” and other
promotional materials distributed throughout the race venue.

“While the
athlete is our true north, this program is also a prime example of how Active
Athlete helps both advertisers and publishers utilize new media formats, custom
packages and targeted media to reach an audience that is passionate and
genuinely interested in the information we’re offering,” said Tas. “We’re
serving the needs of those who want the information, as opposed to pushing it
on them. It’s valuable to them, and they are valuable to us.”

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