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Can Ad Auction Site Take Brands to the Big Leagues?

The easiest way to think of Instant Sponsor is as the eBay of sports advertising but without the second-hand merchandise and garage sale leftovers.

The California-based company runs an online auction platform that sells short-term, limited or highly defined sponsorship packages to the highest bidder, enabling brands to capitalize on specific high-visibility events, teams and athletes without the risk and the price tag usually associated with long-term advertising or endorsement contracts.

Instant Sponsor founder and CEO Anthony Puntoriero says he is trying to level the playing field by opening up sports sponsorship to startups and small businesses. This article explores the Instant Sponsor auction model, the opportunities it may present for companies with small advertising budgets and potential impacts on big brands with major advertising, sponsorship or endorsement deals.