Creator economy agency Amplify has launched a new division, Amplify Sport, to help athletes and the sports ecosystem expand their monetisation opportunities in the content creator space.
This launch forms a key part of a major partnership with Playa Power, delivering a $1 million athlete brand empowerment initiative. By facilitating collaborations with leading brands, the initiative seeks to enhance athletes’ off-field presence and create lasting value for their careers.
The partnership will be officially unveiled at Amplify’s Creatorverse House during SXSW Sydney on Wednesday, 16 October 2024.
“This partnership with Amplify is a game-changer for athletes looking to expand their influence beyond the field. By connecting them directly with brands, we’re opening doors to new revenue streams and authentic engagement with fans,” said Ben Parsons, founder of Playa Power.
“The launch of Amplify Sport is a pivotal moment for us. Athletes today are more than just competitors—they’re powerful voices in the digital space. Amplify Sport is here to help them turn that influence into lasting brand opportunities, creating personal brands that go beyond their sport,” said Tom Maynard, co-founder of Amplify.
“Our partnership with Playa Power amplifies this vision. Together, we’re providing athletes and in some cases their managers with the expertise and resources to strategically grow their influence, connect with brands, and monetise their presence in meaningful ways. Through this initiative, we’re aiming to generate $1 million in brand opportunities, helping athletes navigate the digital landscape and build authentic, long-term partnerships”.
The program for athletes involved with Playa Power, will run a series of workshops featuring sports industry specialists in November and December. The first 2025 class will commence in late January.
