The Faces Behind Empower Sports

Pedro Pinto

Who is Pedro Pinto

Company founder and CEO Pedro Pinto was born and raised in Lisbon, Portugal. He has over 25 years’ experience in media, communications and sport.

During his illustrious career, Pedro spent over a decade with CNN International in Atlanta and London as a senior sports anchor, reporter and executive producer covering the world’s top events and athletes.

He was in charge of UEFA’s communications department from 2014 to 2018, leading all editorial and digital content, the press office and corporate communications campaigns for European Football’s Governing Body. He worked directly with UEFA Presidents Michel Platini and Aleksander Čeferin.

While at UEFA, Pedro also created the award-winning #EqualGame campaign, featuring Cristiano Ronaldo, Leo Messi and Paul Pogba, which promoted inclusion and diversity.

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Max della Torre e Tasso

Pedro’s business partner, Max della Torre e Tasso, runs commercial operations from London.

Having worked as an entrepreneur in the high-end hospitality and entertainment industry for most of his life, Max has unique access to a network of elite brands across Europe and beyond.

Max also has extensive experience in the sports industry having worked with the FIFA World Cup, Formula One and other international events. He graduated with a marketing degree from the European Business School in London.


Luís Sobral

Luís joined the company at its inception and is responsible for client relations, operations and project management.

Having worked for over a decade as a product manager in the film and hospitality industries, he has great leadership and people skills. Luís is fluent in Portuguese, Spanish and English and skilled in other languages, which helps him communicate with clients across all territories.

He supports CEO Pedro Pinto in the day to day running of the agency, taking a central role in administration and operations.

Tiago Pedro

Tiago is our Digital Content Producer. He is responsible for all content creation for clients and for the agency. Tiago is also the go-to guy for all digital strategy matters at Empower Sports for all platforms. He has a degree in Cinema, Video and Multimedia Communication, with specialization in directing and media production, from the Lusófona University of Humanities and Technologies.


Before joining Empower Sports in February of 2019, Tiago worked for 9 years as Social Media and Content Manager at the Portuguese broadcaster SIC. This means he was responsible for content creation and social media management for the company’s website and digital platforms pertaining to various TV programs.

João Malha

João is the Head of PR & Media Relations at Empower Sports. With a degree in Public Relations and an MBA in Sports Management, João has more than 15 years of experience working in the PR & Media Relations in the sports industry. He was Head of Communications of the Portuguese Olympic Committee from 2012 to 2016 and led  the communications of the Portuguese Olympic Team in London 2012 and Rio 2016. João also worked with UEFA at the European Futsal Championships in 2007 held in Portugal, and the Portuguese Football Federation between 2012 and 2013. He was also the Head of Communications at the European Universities Games 2018, the biggest multi-sport event ever organized in Portugal.


Most recently João worked at Eleven Sports Portugal, the sports TV Channel, leading all PR activities between 2018 and 2019.

Paulo Amorim

After securing a business degree from Boston University, Paulo moved to Europe in 1997 to create a web design agency in Lisbon.

During his time in Portugal, he cemented his position as a market leader in his area. Paulo then worked individually with several major gaming and sports entertainment companies as an advertising and digital marketing consultant.

In 2010 he moved to Brazil to open a sports marketing agency which works with football clubs on corporate campaigning, social responsibility projects and education within sports. He is now the representative for Empower Sports for the Latin American region.