ASI Partners With European Promo Firms To Expand International Benefits

PromoAlliance platform promotes worldwide networking for members of ASI, Europe’s PSI and the U.K.’s Sourcing City


TREVOSE, PA – December 4, 2023

The Advertising Specialty Institute® (ASI) and leading European promotional products organizations Sourcing City and PSI announce an expanded collaborative effort to provide distributors, suppliers and decorators an unparalleled array of benefits to understand international markets and serve intercontinental clients.

PromoAlliance is a strategic coalition among the three premier players in the global promo products industry. Members of ASI, PSI and Sourcing City are all eligible to apply to join the alliance by visiting the website: Joining empowers members to seamlessly connect with industry peers in North America, the U.K. and throughout Europe. Beyond serving as an informational hub, an upgraded PromoAlliance website now champions enhanced member benefits, increased networking opportunities, facilitated cross-border trade show attendance, market data access and a revitalized worldwide alliance.

ASI is the leading authority in the $25.8 billion North American promo industry, committed to providing resources and networking opportunities for industry professionals. Sourcing City serves the U.K. promo industry and PSI annually hosts the industry’s leading European trade show. Recognizing the significance of overseas markets, for over 20 years ASI has invested time and resources to building relationships with prominent European stakeholders while providing substantial news coverage of markets, products and trade shows.

“PromoAlliance redefines global promotional networking, offering ASI members engaged in today’s dynamic global business environment tangible benefits on a worldwide scale,” said Timothy M. Andrews, president and chief executive officer of ASI, whose network of over 25,000 members includes nearly 3,000 top-tier suppliers. “Joining this robust international alliance, spearheaded by three key influencers in promo, is crucial for members navigating international markets and catering to clients across continents.”

The revamped PromoAlliance website introduces members to a wide range of new benefits, including:

  • Real-time lists of globally positioned suppliers and distributors primed for networking
  • Exclusive data on promo markets spanning North America, Europe and the U.K.
  • Comprehensive global research on products, trends and market dynamics, featuring pivotal ASI research like the groundbreaking report outlining spending trends in the U.K. and European Union promo markets
  • In-depth and continually updated coverage of international industry issues, including sourcing and economics
  • Upcoming webinars with top authorities in global promo markets

“Sourcing City, along with ASI and PSI, have major profiles running premium industry trade services in their home markets, and we also each run major industry exhibitions,” said Sourcing City CEO/founder David Long. “This close collaboration is designed to provide practical benefits on numerous levels to the promotional merchandise industry across continents.”

Said PSI Director Petra Lassahn: “Our PromoAlliance partnership with ASI and Sourcing City provides an incredible opportunity for our members to open up new business opportunities. By joining forces with these excellent networks and by exchanging our impressive competences, we can offer best conditions in important markets and can also explore new exhibitor and visitor potential for PSI on a global scale.”

To become a member of PromoAlliance, founded in 2011, and to gain access to the password-protected networking and data pages, visit the website: For more information contact Michele Bell, ASI vice president of editorial, education and special events at [email protected].

About ASI
The Advertising Specialty Institute (ASI® serves a network of 25,000 suppliers, distributors and decorators in the $25.8 billion promotional products industry. ASI’s flagship product, the technology platform ESP®, manages the industry’s entire supply and marketing chain. ASI also produces award-winning digital and print content, live events and educational programs that enable companies in 53 countries to be more efficient, productive and profitable. ASI’s media and research operation provides the most authoritative business content in the industry, and the ASI Certification Program features 200+ live and online education courses for industry professionals. The company, family-owned and -operated since 1962, is proud to have been consistently ranked among the “Best Places to Work” in Philadelphia and Bucks County, PA.