By Jan Norman

Brand Affinity Technologies, Inc., an endorsement marketing firm in Irvine, has acquired Beelya, a La Jolla creator of virtual sports collectibles.

Terms of the deal were not disclosed. The acquisition allows BAT to expand its portfolio of endorsement offerings of athlete and celebrity brands.

The U.S. market for virtual goods is expected to reach $1.6 billion in 2010 compared to $1 billion in 2009, according to research firm Inside Network.

"Beelya, like BAT, exists because of the enthusiasm and passion that consumers have for their favorite athletes",said Ryan Steelberg, president and CEO of BAT. "This acquisition allows us to add a popular and fast-growing social marketing tool to our portfolio of endorsement offerings."/p>

Beelya has agreements for virtual memorabilia with more than 165 sports stars, including Torii Hunter outfielder for the Los Angeles Angels of Anaheim; Ray Lewis, Baltimore Ravens linebacker and MVP of Super Bowl XXV; Carson Palmer, Cincinnati Bengals quarterback; Larry Fitzgerald, Arizona Cardinals wide receiver; and Matt Hasselbeck, Seattle Seahawks quarterback.