{"id":2132414,"date":"2025-11-03T14:29:24","date_gmt":"2025-11-03T14:29:24","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2132414"},"modified":"2025-11-03T14:29:24","modified_gmt":"2025-11-03T14:29:24","slug":"amplificas-playbook-for-connecting-global-sports-entertainment-brands-with-latin-audiences","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/amplificas-playbook-for-connecting-global-sports-entertainment-brands-with-latin-audiences\/","title":{"rendered":"Amplifica\u2019s Playbook For Connecting Global Sports & Entertainment Brands With Latin Audiences"},"content":{"rendered":"

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Co-founded by journalist-turned-marketer Fernando Amdan<\/a>, Buenos Aires-based Amplifica<\/a> helps global brands like the NBA and Premier League build relationships with Spanish-speaking audiences through culturally resonant storytelling and an inbound approach to digital strategy.<\/p>\n

When Fernando launched the agency in 2010, however, he wasn\u2019t chasing trends. He was responding to what he saw as a communication gap between global brands and the audiences they were trying to reach.\u00a0<\/p>\n

\u201cEvery first attempt from brands was to treat digital media the same way they treated TV or radio,\u201d he says. \u201cWe realized there was an opportunity to develop inbound strategies focused on storytelling, not just the product.\u201d<\/p>\n

Fifteen years later, Amplifica has become a bridge between the world\u2019s top entertainment properties and one of the fastest-growing audiences in the global digital economy: Spanish and Portuguese-speaking consumers. Through partnerships with organizations including the NBA, Premier League, Williams Racing, Meta, F1 The Exhibition, Netflix, and Movistar, Amplifica crafts digital narratives that prioritize cultural insight, consistency, and community over one-off campaigns.<\/p>\n

\u201cWe help brands communicate at the pace of culture,\u201d Fernando says. \u201cThat means being relevant, being human, and building something meant to last.\u201d<\/p>\n

Before co-founding Amplifica, Fernando worked in Argentine media as a journalist and editor for outlets such as Clar\u00edn, La Naci\u00f3n, and Radio AM 750. His early career in storytelling shaped the agency\u2019s marketing philosophy. \u201cIt was closer to journalism because it was about telling stories,\u201d he explains. \u201cIt was more fun to work with and built more lasting bonds with audiences.\u201d<\/p>\n

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Building Conversations, Not Campaigns<\/strong><\/h3>\n

At the core of Amplifica\u2019s model is its inbound approach, which prioritizes audience needs and cultural context over traditional \u201cmegaphone\u201d advertising. \u201cOutbound is like shouting,\u201d Fernando says. \u201cInbound is about listening, understanding what people are interested in, and engaging with those topics.\u201d<\/p>\n

Rather than focusing on short-term promotions, Amplifica works with brands to build continuous, genuine communication loops with their audiences. \u201cOther agency models are centered on creative one-shots,\u201d he says. \u201cWe focus on how to build lasting bonds. Of course, we have campaigns and big moments, but our goal is always to create something that endures.\u201d<\/p>\n

This long-term orientation, he adds, is particularly important in sports and entertainment, where fans expect ongoing engagement. \u201cWe develop content strategies and social media marketing for clients who want to connect with audiences, not just around products, but around shared values, interests, and daily experiences,\u201d Fernando says.<\/p>\n

\"Amplifica\u2019s\"Amplifica\u2019s<\/figure>\n

Bringing the Premier League Closer to Latin Fans<\/strong><\/h3>\n

One of Amplifica\u2019s most visible successes came in 2024 with its partnership with the English Premier League. Despite the league\u2019s global recognition, it had no Spanish-language content on social media before the collaboration.\u00a0<\/p>\n

Amplifica\u2019s team saw a massive opportunity: \u201cThe Premier League didn\u2019t have any content in Spanish besides broadcast transmissions,\u201d Fernando says. \u201cWe helped them build their first strategy to connect with all Spanish-speaking audiences in Latin America and Spain.\u201d<\/p>\n

\"Amplifica\u2019s\"Amplifica\u2019s<\/figure>\n

The project launched under the concept \u201cLa Premier,\u201d a culturally rooted name that resonated across the region. Amplifica built a bilingual content and influencer program featuring creators from across Latin America, highlighting regional talent and fan culture. \u201cWe created a perspective about the Premier League from the Latin American passion point of view,\u201d Fernando explains. \u201cThe best compliment we\u2019ve received is that people don\u2019t know where the community manager is from because it feels authentically Latin American.\u201d<\/p>\n

In less than two years, \u201cLa Premier\u201d grew to more than 6.5 million followers across Instagram and TikTok, surpassing other regional accounts in markets such as India and the United States. \u201cThe key was listening,\u201d Fernando says. \u201cTo be culturally resonant and relevant, not just to replicate.\u201d<\/p>\n

Localized Storytelling, Not Translation<\/strong><\/h3>\n

Amplifica\u2019s work across Spanish and Portuguese markets hinges on what Fernando calls \u201ccuration\u201d rather than translation. \u201cWe\u2019re not subtitling content,\u201d he says. \u201cIt\u2019s more than localizing. It\u2019s curating. You have to understand how people engage with a brand\u2019s value proposition.\u201d<\/p>\n

This balance between brand coherence and cultural nuance is crucial. \u201cYou have to respect brand guidelines, but you also need to find the right message, the right timing, and the right format to connect,\u201d he explains. \u201cNot every audience reacts the same way, and that\u2019s fine. The goal is not to sound local, but relevant.\u201d<\/p>\n

That mindset also informs Amplifica\u2019s advice for global marketers. \u201cDon\u2019t underestimate international markets,\u201d Fernando cautions. \u201cLatin America is a massive region with 660 million people, and understanding its diversity is key to growing globally.\u201d<\/p>\n

\"Amplifica\u2019s\"Amplifica\u2019s<\/figure>\n

Selecting Creators With Purpose<\/strong><\/h3>\n

When it comes to creator collaborations, Amplifica favors a project-based model over fixed rosters. \u201cWe don\u2019t have a catalog,\u201d Fernando says. \u201cWe start with the idea and then find the right influencer or content creator for that project.\u201d<\/p>\n

Selection, he adds, depends on several factors: cultural relevance, alignment with brand values, and professionalism. \u201cThey have to be brand-safe,\u201d he emphasizes. \u201cWe look at charisma, community, and what the influencer adds to the campaign. Sometimes it\u2019s reach, sometimes it\u2019s creativity.\u201d<\/p>\n

He points to a recent example from the Premier League campaign: \u201cWe worked with a creator called Luana, a translator who teaches how to pronounce English team names,\u201d Fernando says. \u201cShe\u2019s charismatic, funny, and her content adds a creative layer that engages people organically. It\u2019s not advertising. It\u2019s conversation.\u201d<\/p>\n

Embedding Quality in Creativity<\/strong><\/h3>\n

Amplifica\u2019s operational structure mirrors that of a tech company as much as a creative agency. The firm obtained ISO 9001 quality certification<\/a> prior to the pandemic, providing a strong foundation for remote collaboration.\u00a0<\/p>\n

\u201cThat system helped us when we had to go fully remote,\u201d Fernando says. \u201cFrom requirements to validation, everything is built into a quality process, how we handle deliverables, manage NDAs (Non-Disclosure Agreements), and ensure brand safety.\u201d<\/p>\n

The agency also designs and builds digital products for clients, including email marketing and data-collection systems for the NBA\u2019s Spanish- and Portuguese-language content. \u201cWe manage the email marketing strategy and design all deliverables for multiple platforms,\u201d he says. \u201cWe run A\/B tests, analyze metrics, and refine design to match both brand standards and audience behavior.\u201d<\/p>\n

AI and the Balance Between Speed and Quality<\/strong><\/h3>\n

Like many creative businesses, Amplifica is experimenting with AI tools across its workflow, from transcription and reporting to editing and sound optimization. But Fernando is cautious about overreliance.\u00a0<\/p>\n

\u201cIt\u2019s tricky because we work with brands that have copyright and property restrictions,\u201d he says. \u201cYou can\u2019t just create something from scratch. You have to respect the brand, the player, and the context.\u201d<\/p>\n

Still, he sees AI as a valuable research assistant and an efficiency enhancer. \u201cWe use AI for transcription, summaries, and market research,\u201d he says. \u201cThe challenge is balancing speed, quality, and human input. That\u2019s the triangle we\u2019re trying to manage.\u201d<\/p>\n

Crisis Planning and Algorithm Shifts<\/strong><\/h3>\n

The agency\u2019s strategy team maintains a detailed crisis plan and conducts regular retrospectives to evaluate responses to unforeseen events.\u00a0<\/p>\n

\u201cEach account is different,\u201d Fernando notes. \u201cWhen Kobe Bryant had his accident, we were working with one of the brands involved. It was difficult, but we had a scenario for that.\u201d<\/p>\n

As for adapting to changing algorithms, Fernando focuses less on platform trends and more on audience response. \u201cThe key is producing relevant content that engages,\u201d he says. \u201cYou can test new formats, but what matters most is how your community reacts. Some brands still perform better on Facebook, and that\u2019s fine. The algorithm matters, but people matter more.\u201d<\/p>\n

The Shifting Creator Economy<\/strong><\/h3>\n

When it comes to broader shifts in the creator economy, Fernando points to credibility and saturation as key challenges. \u201cCreators need to stay relevant for their communities while working with brands,\u201d he says. \u201cIf they\u2019re collaborating with too many companies, it becomes noise.\u201d<\/p>\n

He believes creator partnerships work best when they expand storytelling possibilities. \u201cBrands can\u2019t always say certain things directly,\u201d he says. \u201cWorking with creators opens new narratives and formats in a more genuine way.\u201d<\/p>\n

Fernando also cautions brands against joining every cultural moment. \u201cNot every opportunity is a brand opportunity,\u201d he says. \u201cYou need to be constant but selective. Pick the right moments and the right ways to engage.\u201d<\/p>\n

What\u2019s Next?<\/strong><\/h3>\n

For 2026 and beyond, Amplifica is expanding across the Americas and Europe. \u201cOur priorities are to grow in entertainment and sports,\u201d Fernando says. \u201cWe\u2019re developing initiatives related to the next World Cup in the U.S., Mexico, and Canada, and we\u2019re strengthening our presence in the UK and Europe.\u201d<\/p>\n

The agency is also eyeing the U.S. Hispanic market as a natural extension of its regional expertise. \u201cWe want to help brands connect with international audiences, especially Spanish-speaking and Portuguese-speaking ones,\u201d he says.<\/p>\n

Regarding his long-term vision, Fernando is succinct: \u201cWe want to become one of the biggest players in the entertainment and sports digital marketing space,\u201d he says. \u201cThere are many opportunities ahead, and we want to be seen as a reference for how to do it right.\u201d<\/p>\n