Orange County Business Journal

Former Disney Exec to Brand Affinity’s Board

Heidi Kulicke Wednesday, November 14, 2012

Irvine-based social media company Brand Affinity Technologies announced that Al Weiss, former president of worldwide operations for Burbank-based Walt Disney Parks and Resorts, has been appointed to its board of directors.

Brand Affinity aims to connect celebrities and advertisers for endorsement deals. It had an estimated $30 million to $35 million in revenue last year, and about 50 employees.

Weiss will oversee the company’s main product, Fantapper, along with the fan photography division of Santa Clara-based Printroom Inc., which Brand Affinity recently acquired.

Fantapper is a social media platform that allows users to become more easily connected with photos and new reports of celebrities.

Printroom’s fan photography division gives Brand Affinity access to photos from fans taken at live professional and collegiate sporting events which include the NFL, MLB, NBA, NHL, and NCAA, along with other live entertainment such as concerts and in-studio game shows.

“I’m drawn to BAT’s arsenal of fan engagement offerings and believe a continuous dialog with customers results in long-term fan loyalty,” Weiss said.

Weiss oversaw Walt Disney Co.’s theme park and resort hotels across the world from 2005 until his retirement in 2011. He previously served as president at Walt Disney World Resort in Orlando, Fla. His career with Disney spanned 40 years.