LATEST ISSUE
November 2025
Martina Russo: Speaking the Language of Action Sports
As an outdoor enthusiast and lover of languages, Martina Russo combined her two passions into a localization agency for action sports brands. She knows that when lives can depend on choosing the right gear and following accurate instructions, quality counts.
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n oft-cited perk of language work is the ease with which it combines with other passions and disciplines. From literature and film to international affairs (just to name a few), linguists contribute meaningful work to art and academic subjects they’re passionate about every single day.
The world of sports is another major intersection point. Sports equipment brands require localized marketing, live sports events need qualified interpreters, and internationally beloved teams demand multilingual communication. When gear selection and rule comprehension affect not only athletic performance, but also health and safety, high-quality language services are paramount.
It’s a good thing, then, that plenty of passionate linguists are ready to meet these needs. In this month’s MultiLingual magazine, we highlight Martina Russo, an entrepreneur who created a localization agency to serve some of the world’s biggest action sports brands. Also in this issue, Katie Botkin breaks down the nuances of localization for emerging versus established sports. And finally, Scott Swanson details the profound impact of language support for fans at live games and matches.
If your heart races at the thought of home runs, goals, or touchdowns, the November edition of MultiLingual magazine is the issue for you. And be sure to check in next month as we round out an eventful 2025.
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Event Recaps
ALC Summit 2025
Over three days, attendees explored how language companies can adapt, collaborate, and lead in an era of technological change and shifting public policy. At the heart of the event was a clear message: Language access is a civil right.
ELIA Networking Days 2025
On 22–23 September, language industry professionals from across Europe and beyond gathered for two days of open dialogue, fresh insight, and meaningful connection. This edition of Networking Days marked the 20-year anniversary of ELIA.
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Alice Mazzilli and the Calligraphy of the Wall
By Tim Brookes
Alice Mazzilli practices a graffiti-like visual art form called jamigraphy — or jamming with calligraphy — that combines writing, painting, music, and movement. This article tells her story while exploring the value and beauty of imperfect handwriting.
Perspective
Speaking to Belong: Multilingualism and Identity in India
In a multilingual nation like India, language can function as both a celebratory performance of identity and a mechanism for exclusion. The author highlights intensifying linguistic conflicts across India in the age of mass media and argues that linguistic politics must be conducted with care, sensitivity, and an awareness of India’s deep pluralism.
Sports
The Challenges and Opportunities of Sports Localization
By Katie Botkin
Despite some unique challenges, sports localization offers many intriguing possibilities for language companies going forward, particularly in emerging sports. This article provides an overview of some of the most exciting opportunities in today’s sports localization landscape.
The Hidden Complexity of Action Sports Terminology
Challenges and innovative approaches
The quickly evolving nature of action sports language poses unique challenges for translation professionals who must capture not only literal meaning but also cultural context and authentic community voice — all while upholding the technical precision that ensures clarity and safety. The author, who is profiled in this issue, details innovative translation and localization strategies that can also be applied to other industries with quickly evolving vocabularies.
Language Accessibility at Live Sports Events
How partnerships between language companies and sports teams enable inclusivity
For sports fans who are Deaf or who speak a language other than the primary one used in the stadium, the sensory richness of a live game is diminished without dedicated support. The author challenges sports organizations to embrace comprehensive language services in order to truly connect with their entire fan base.
Profile
Martina Russo
Speaking the language of action sports
Interview by Cameron Rasmusson
As an outdoor sports enthusiast and lover of languages, Martina Russo eventually combined her two passions into a specialized localization agency for action sports brands. She and her team strive to ensure their clients speak authentic lingo regardless of regional differences; after all, when lives can depend on choosing the right gear and following accurate instructions, quality counts.
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Business
Leapfrogging the Legacy
Africa’s role in language services and AI
By Johan Botha
African language service providers don’t need to catch up — they can leap ahead. The author argues that Africa’s specialized language models, culture of collaborative entrepreneurship, and emphasis on human-centric design can launch the continent to the forefront of the localization industry.
Artificial Intelligence
The Era of Experience
How experiential AI could transform machine interpreting
The author argues that future AI interpreting systems will learn from not only human-generated examples, but also their own experience interacting with environments, generating data, and discovering solutions beyond existing human knowledge.
Sponsored Content
Designing Intelligent Localization Workflows
Supported by Translated
In this interview, VP of AI Solutions John Tinsley explains how the integration of Lara via API into TranslationOS is transforming enterprise localization through intelligent and scalable workflows.
Welcome to the Future of Memory
Supported by Blackbird.io
When teams drown in content debt and AI models starve for context, Blacklake offers a way out. It’s the first data lakehouse built for content and language operations — ingesting, connecting, and structuring every piece of multilingual memory across systems.
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