Talent, production, and marketing agency, Amplify, is taking on Sport with a division designed to help athletes succeed in the content creator space.

The launch is part of a significant partnership with Playa Power, including a $1 million initiative aimed at expanding athletes' reach and supporting them in building personal brands.

The official launch will take place at Amplify’s Creatoverse House event during SXSW Sydney. The initiative seeks to enhance athletes’ off-field presence and create lasting value for their careers. 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.

Amplify said it's focused on reshaping the entertainment industry for the 21st century. Playa Power is committed to empowering athletes to capitalise on the greatest opportunity in the history of sport: building and monetising their personal brands beyond the field of play.

Ben Parsons, Founder of Playa Power, said, "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."

Tom Maynard, Co-founder of Amplify, echoed these sentiments. "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."

Maynard further explained the vision behind the partnership with Playa Power. "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.”