Sponsorship in the wearable technology category continues to heat up.

Personal safety devices are joining fitness trackers and other wearable products using sponsorship to engage consumers and demonstrate product functionality in a one-on-one environment.

Case in point: Wearsafe Labs is sponsoring endurance sports, minor league baseball and college athletics to promote its wearable safety tag, with additional partnerships on the way.

The company thus far has focused on properties near its Hartford, Conn. headquarters.

Ties include the Brooklyn Cyclones, Boston’s Head of the Charles Regatta and the Hartford Marathon Foundation, a partnership that includes the Eversource Hartford Marathon and last month’s Wearsafe Women’s Triathlon.

Wearsafe positions its product as only wearable device on the market that instantly sends preselected contacts two critical pieces of information: the wearer’s precise GPS location and a live audio stream from the wearer’s location that plays sounds recorded up to 60 seconds before the button is pressed.

The company positions the product as a “peer-to-peer safety network.”

“We want to give people the ability to quickly reach out to friends and family to call for aid when they need it,” said Phill Giancarlo, Wearsafe Labs cofounder.

Wearsafe is one of a growing number of personal safety devices on the market. Brands include Revolar, Occly, Safelet, Siren, Stiletto and Athena.

Wearsafe targets two audiences. College students who may be prone to sexual assault, and endurance sports athletes who participate in solitary activities.

“Events are a perfect way to interact with folks in our core demographic—particularly the young adult market—and educate them what a peer-to-peer safety network is.”

Wearsafe sponsors college athletics to reach both B2C and B2B audiences. The company has inked a partnership with Yale University that affords consumer engagement opportunities at two football games, including last weekend’s matchup with Dartmouth College.

The company is partial to long-term partnerships, said Giancarlo. “We try not to do one-offs. We want to go back and build relationships.”

Wearsafe plans to broaden its portfolio with properties located beyond its Northeast stronghold, said Giancarlo. “We’re completely open. If it meets our criteria and is something we can build relations around, we’ll consider it.”

The company is currently in discussions with New York Road Runners, he added.

Wearsafe charges $5 a month for the personal safety service. The company sells through its web site, specialty running retailers (Fleet Feet Sports, etc.) and is negotiating deals with Best Buy and other mass-market retailers.

Hartford, Conn.-based BuzzEngine helps vet and execute ties.