Playa Power and Amplify Sport Launch $1M Athlete Creator Initiative

In today’s fast-paced digital landscape, athletes are no longer confined to the field; they are emerging as powerful influencers, shaping trends and narratives far beyond their sports.  Recognising this shift, Amplify, a leading creator agency, has launched Amplify Sport, a division dedicated to connecting athletes with monetisation and brand partnership opportunities. This initiative is part of a significant partnership with Playa Power, a platform committed to helping athletes harness their influence and develop their brands through social media. Together, they’re rolling out a $1 Million athlete empowerment initiative to help connect athletes with brand partnership opportunities.

Athletes who become Playa Power certified will be eligible to join a pool of talent that Amplify will connect with various brands for partnership and brief opportunities. This opportunity is also available to athletes at all levels, not just the most prominent names. This strategic alignment ensures that athletes not only gain essential skills but also access to valuable commercial prospects that can significantly enhance their careers. 

The programme will feature a series of workshops led by specialists in the sports industry, content creation, and social media. Scheduled for November and December, these workshops will equip participants with crucial knowledge and skills in marketing and brand management. The first cohort for the Playa Power programme is set to commence in late January 2025. The initiative enjoys the backing of the Rugby League Players Association (RLPA) and has already garnered interest from athletes across NRL, NRLW, AFL, AFLW, A-Leagues Men and Women, as well as Olympic backgrounds.

Playa Power Founder, Ben Parsons, and Amplify Sport Co-founder, Tom Maynard.

Ben Parsons, Founder of Playa Power, highlighted the transformative nature of this collaboration: “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.” The announcement was met with enthusiasm from both athletes and brands at Amplify’s Creatorverse House during SXSW Sydney on 16 October 2024.

Tom Maynard, Co-founder of Amplify, elaborated on the vision behind this initiative: “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.” He emphasised that the partnership aims to equip athletes and their managers with the expertise and resources needed to strategically grow their influence and monetise their presence effectively.

As the sports industry continues to evolve, partnerships like this signify a shift towards recognising the importance of personal branding for athletes. With the support of Amplify and Playa Power, athletes are presented with tools and opportunities to navigate their careers more effectively, establishing themselves as influential figures in both sport and digital media.

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