The Advertising Specialty Institute^® (ASI), Sourcing City and PSI announced a joint renewal of PromoAlliance, an international alliance that helps their respective members understand and participate in the promo industry in North America, the U.K. and across Europe.

Under the new agreement, ASI, the largest media, marketing and education organization serving the $20.7 billion North American promotional products industry; Sourcing City, which serves the U.K. promotional industry; and PSI, which annually hosts the industry’s leading European trade show, will coordinate their activities on behalf of the larger international community.

The alliance, which originally launched nearly a decade ago, is being reimagined and reenergized as all three organizations recognize the increasing importance of global trade and cross-border transactions in the post-COVID world.

PromoAlliance will continue to introduce best practices, promote referrals, develop emerging market concepts and foster education and trade shows. All PromoAlliance members are committed to the efficient and effective distribution model of suppliers providing products and services to distributors, and distributors serving as the sales channel to buyers of promotional products.

One of the key benefits of PromoAlliance is the ability for any member of one of the three regional giants – ASI, PSI and Sourcing City – to be recognized as a qualified promotional products professional and able to seamlessly participate in any activities hosted by all three organizations.

“Our international alliance sees long-term value in renewing our efforts, especially as the global economy starts to recover from the long-range effects of COVID,” said Timothy M. Andrews, president and chief executive officer of ASI. “Viewing supply markets, sourcing from a worldwide perspective and working together is critical to the success of everyone in our industry, now more than ever.”

“With three major players joining forces, all of our customers benefit from continued opportunities, including help finding new suppliers and distributors in the U.S., Europe and other parts of the world,” said David Long, owner/CEO of Sourcing City.

“This trans-Atlantic partnership offers major benefits to PSI members within our business network, including new market perspectives and sources of information, ideas and inspiration,” said PSI’s outgoing director Michael Freter.