We're now starting our Central American journey. Antorcha Deportiva, one of Guatemala's leading sports sites, will use automated articles from United Robots to cover 4,000 football matches a year, a challenge that no local media has managed thus far.
“We believe that publishing thousands of articles, each with a dozen hits, generates value in several ways. It's about volume and reach, where local sports articles go viral in small groups, and so we can reach large audiences on a hyper-local level. It is also about building our brand as one that covers all leagues and divisions, including the minor leagues and the youth leagues.
Francisco Aguilar, Director, Antorcha Deportiva
"Using content automation means our sports outlet Antorcha Deportiva will be able to cover all 4,000 matches that take place annually in Guatemala, both in the top football leagues and the minor leagues, including the top three men’s divisions, the women's league and the Futsal league," said Francisco Aguilar, co-founder of mother company Farm Roma and director of Antorcha Deportiva. “Thanks to automated journalism, we can write about every local football match, coverage that no one else provides."
"The strategy is to offer comprehensive coverage round the clock,” continues Aguilar. “We believe that publishing thousands of articles, each with a dozen hits, generates value in several ways. “It's about volume and reach, where local sports articles go viral in small groups, and so we can reach large audiences on a hyper-local level."
"It is also about building our brand as one that covers all leagues and divisions, including the minor leagues and the youth leagues," Aguilar explained. "For a national media like us, being able to cover all games in all divisions is a very important point of engagement with our audience."
The sports automation deal was signed by the sports outlet's mother company, Farm Roma, which is a new Guatemalan-based publishing house that creates digital and print content for national and local news sites, and aspires to become one of the most important publishing groups in Latin America. Founded by veteran journalists Francisco Aguilar and Rodolfo Móvil, with extensive experience in the Guatemalan publishing sphere, Farm Roma seeks to produce innovative editorial products that can work effectively in a product-thinking world.