Technology Firm Founder Buys New Britain Bees

NEW BRITAIN, CT — Anthony Iacovone, founder and CEO of mobile advertising technology company AdTheorent, has acquired a majority interest in the New Britain Bees of the Atlantic League of Professional Baseball from league founder Frank Boulton and partner Michael Pfaff, who will remain with the club in ownership and management capacities.

Iacovone is considered a leading voice in the area of mobile advertising, advocating a paradigm in which media channels, brands, and agencies deploy mobile interactivity across traditional advertising as a method to invigorate consumer engagement. Iacovone co-founded and launched AdTheorent in 2011 as the industry’s next generation digital ad platform.

“Anthony Iacovone brings a dynamic personality, a love of the game and far-reaching technology relationships to the Atlantic League,” Atlantic League president Rick White said. “He’s a strong addition to our ownership group, and with his vision for how baseball can become more entertaining to fans, we’re going to be more than just baseball.. The Atlantic League is going to be where technology meets tradition and elegantly provides for entirely unique fan experiences.”

In his new role with the Bees, Iacovone looks to continue the Atlantic League’s tradition of innovation while ensuring that the Bees continue to provide affordable, family friendly entertainment and high quality baseball. Iacovone plans to foster the use of new technology and undertake technology development that can deliver next generation, eye-catching and eye-keeping audience engagement experiences to sports.

“Just like mobile advertising, the way baseball clubs engage with their fans is ripe for innovation,” said Iacovone. “Baseball is a game that is rich in tradition, which is why it’s America’s favorite pastime. Blending the right elements of technology and tradition will enhance the fan experience, increase team and player engagement and most of all, provide even more fun for the spectators.”

The Bees play their home games at New Britain Stadium, situated on the New Britain/Berlin town line.

Story and photo courtesy of New Britain Bees