Amplify Sport, the creator economy arm of agency Amplify, has signed Olympic diver Sam Fricker, NRL veteran Josh Mansour, and Olympic sprinter Mia Gross to its expanding talent roster. The additions bring the division’s total lineup to 14 athletes, just six months after its launch.
The agency’s sport division aims to bridge elite performance with digital influence. Since debuting, Amplify Sport has delivered more than 80 campaigns across sectors including sport, lifestyle, automotive, and technology.
The new additions
Sam Fricker, known for his 6.6 million TikTok followers, was named TikTok Sports & Fitness Creator of the Year and recently became XPeng’s Australian ambassador.
Josh Mansour, a former State of Origin player, appeared in a Philips campaign during the Australian Open and launched a podcast titled Unscripted with AIIMS Creator Hub.
Mia Gross, a Commonwealth Games medallist, currently fronts a national campaign for Rockwear across 74 stores.
“These signings reflect exactly why we created Amplify Sport,” said Tom Maynard, Director and Co-Founder of Amplify. “Athletes aren’t just building careers—they’re building brands and communities. Their cultural influence and audience reach has never been greater.”
Gross noted the shift in athlete engagement, stating: “Being an athlete is no longer just about competition—it’s about connection with the people. Working with Amplify Sport has helped me explore the creative side of what I do.”
The broader roster includes Olympic hurdler Sarah Carli, AFL’s Corey Durdin, NRLW’s Taliah Fuimaono, Wallabies player Andrew Kellaway, and surfing talent Zahlia Lee Short.
With growing overlap between sport, media, and marketing, Amplify Sport is positioning itself as a strategic conduit for brands aiming to tap into athlete-driven fandom and content.