Thirty years.
One passion:
Sport.
Thirty years.
One passion:
Sport.
“Sport is the most honest
storytelling there is.
I’ve spent my life trying to tell
those stories well.”
“Sport is the most honest storytelling there is.
I’ve spent my life trying to tell those stories well.”
Pedro Pinto is a communications professional with over 30 years’ experience in the sports media industry. He is currently the Founder and CEO of Empower Sports, an international PR and communications agency working with clubs, federations and executives in the football industry.
Previously, Pedro worked at UEFA from 2014 to 2018 as Managing Director of Communications, overseeing all editorial content, the press office and corporate campaigns at European Football’s governing body.
Earlier in his career, Pedro spent over a decade at CNN International as a senior sports anchor, reporter and executive producer covering the world’s top events and stories. He holds a broadcasting degree from the Carolina School of Broadcasting and a communications diploma from the University of North Carolina at Charlotte.
Pedro's Story
Early stages & school
Born and raised in Lisbon, Pedro grew up with a global perspective shaped by international schools and family travels. Playing basketball, football and tennis, he developed a passion for sport that would never let him go.
University in the US
Pedro headed to the United States for university, determined to break into sports journalism. An internship as a camera assistant for the Charlotte Hornets changed everything — "Best job of my life", he'd later say.
TV beginnings: from Portugal to CNN Atlanta
After university, Pedro became host of a popular Portuguese children's programme, before joining CNN in Atlanta. He spent five years as a CNN sports anchor, covering the biggest events for a global audience.
Europe calling
Returned to Portugal to work with Sport TV. Around the same time, he began hosting UEFA events in 2005. In 2006, he got the opportunity to go back to CNN, this time in London.
CNN London
Soon, he was the trusted voice of international sports and his show became the top sports show on the global network. He hosted the biggest events, interviewed the top athletes, and became the face audiences turned to when sports made headlines.
UEFA Director of Communications
Pedro got invited by UEFA President Michel Platini to become Chief of Press, working directly with the president to navigate some of European football's most high-stakes moments. Later, as Managing Director of Communications under President Aleksander Čeferin, Pedro led UEFA's press office, corporate communications, and digital platforms.
Homecoming
In 2018, it was time to return home to be closer to family. He made his dream of his own business a reality and founded Empower Sports, a boutique consultancy working with global clubs and sports executives to elevate their brand communication.
Today
Today Pedro is living with his family in Lisbon and continues to host selected international sport events. He also joined the board of his hometown club and has maintained a close relationship with UEFA as a consultant.
PEDRO'S STORY
Early stages & school
Born and raised in Lisbon, Pedro grew up with a global perspective shaped by international schools and family travels. Playing basketball, football and tennis, he developed a passion for sport that would never let him go.
University in the US
Pedro headed to the United States for university, determined to break into sports journalism. An internship as a camera assistant for the Charlotte Hornets changed everything — "Best job of my life", he'd later say.
TV beginnings: from Portugal to CNN Atlanta
After university, Pedro became host of a popular Portuguese children's programme, before joining CNN in Atlanta. He spent five years as a CNN sports anchor, covering the biggest events for a global audience.
Europe calling
Returned to Portugal to work with Sport TV. Around the same time, he began hosting UEFA events in 2005. In 2006, he got the opportunity to go back to CNN, this time in London.
CNN London
Soon, he was the trusted voice of international sports and his show became the top sports show on the global network. He hosted the biggest events, interviewed the top athletes, and became the face audiences turned to when sports made headlines.
UEFA Director of Communications
Pedro got invited by UEFA President Michel Platini to become Chief of Press, working directly with the president to navigate some of European football's most high-stakes moments. Later, as Managing Director of Communications under President Aleksander Čeferin, Pedro led UEFA's press office, corporate communications, and digital platforms.
Homecoming
In 2018, it was time to return home to be closer to family. He made his dream of his own business a reality and founded Empower Sports, a boutique consultancy working with global clubs and sports executives to elevate their brand communication.
Today
Today Pedro is living with his family in Lisbon and continues to host selected international sport events. He also joined the board of his hometown club and has maintained a close relationship with UEFA as a consultant.