‘Athletes are becoming media entities’: Amplify launches new sports division

October 16, 2024 8:00

Creator economy agency Amplify has launched a new division in partnership with sports marketing platform Playa Power, to help athletes grow in the content creator space. Speaking exclusively to Mumbrella, Tom Maynard, co-founder of Amplify, and Ben Parsons, founder of Playa Power, explained what the division is and what the partnership entails.

Amplify Sport has been designed to help the sport ecosystem expand their monetisation opportunities, and aims to facilitate collaborations between athletes and leading brands.

With cultural moments like the recent Paris Olympics proving that athletes can be successful content creators, the division hopes to enhance athletes’ off-field presence and create lasting value for their careers.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.