Omnicom Media-owned global sports and entertainment division Fuse has revealed the first boss of its Colombian division, as the Bogotá-based office opens its doors for business.
Carolina Jaramillo, who has more than 15 years’ experience in sports and entertainment partnerships and brand strategy in Latin America, will lead the team and aim to help local and global brands build meaningful connections with audiences.
She has been tasked with creating relevant roles for them within the stories, passions, communities and experiences that shape culture, combining Fuse’s global expertise with Omnicom Media’s data, technology and integrated agency network.
Jaramillo will work alongside Fuse Colombia chief growth officer and managing director Cristian Jaramillo Betancur; the leadership team will oversee the operation’s strategic direction, business development, creative solutions, and partnerships offering.
Fuse Colombia combines strategic planning, creative, data, production and media partnerships. At the heart of its offering Panel de Creators, a co-creation model designed to address business challenges by uniting clients with strategists, creatives, data specialists, producers, media professionals, athletes, journalists and entertainment creators. Its approach combines audience, market and brand insight to find solutions with cultural relevance and clear commercial objectives.
Today, sport represents an increasingly relevant opportunity for brands to become part of culture and build meaningful connections with audiences. According to The Sponsorship Effect, a study published by WARC in 2025, 73% of the best-performing sponsorship cases analysed achieved sales results, demonstrating the potential of sponsorship to contribute to business growth.
Jaramillo said: “How people discover, consume, and participate in sport and entertainment is changing, Fuse Colombia will help brands integrate into the stories and experiences people care about through collaborating with Colombia’s leading media, sports, and entertainment partners.”
Fuse global CEO Louise Johnson added: “Sport and entertainment offers brands powerful opportunities to connect with audiences. Fuse Colombia combines local cultural insights and specialist talent with the strength of our global network. This helps brands build effective partnerships that deliver results across streaming, gaming, digital communities and emerging content formats.”
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