By Tamirra Stewart

Athletic endorsement marketing firm Brand Affinity Technologies has acquired Beelya, a privately held La Jolla company that specializes in virtual sports collectibles.

The deal will allow Irvine-based BAT to extend its portfolio of endorsement offerings, which includes appearances and digital, radio, outdoor, print and television advertising featuring more than 3,000 contracted athletes and celebrities.

"Our vision is to offer advertisers a robust menu of ways to engage with consumers and benefit from the instant recognition and affinity that sports stars deliver," says Ryan Steelberg, president and CEO of BAT.

Beelya's current staple of virtual memorabilia includes more than 165 athletes such as Matt Hasselbeck, quarterback for the Seattle Seahawks, and Larry Fitzgerald, NFL Pro Bowl wide receiver for the Arizona Cardinals.

The sale of virtual goods in the U.S. is expected to reach $1.6 billion this year, with $835 million coming from social gaming, according to a January report by research firm Inside Network.

BAT was founded in 2007 by brothers Ryan and Chad Steelberg. The company provides advertisers from Fortune 500 companies, as well as regional and local firms, ease and affordability in launching ad campaigns featuring athletes and celebrities.