Sports translation is becoming more important than ever as advances in technology and global tournaments, like the World Cup and the Olympics, mean sports attract fans from all over the world.
 
The ability to connect with these fans or engage a global audience of customers has become necessary to successfully run international sporting events, grow businesses and expand online sports retail stores.
 
And there’s no better way to connect with people than by speaking their own language.

Ensuring your sporting material and its specialist terminology is correctly translated into the local language will help it have its desired impact and build a rapport with your intended audience.
 
Translation also makes practical sense. The language used in exercise guides or instructions needs to be clear so people understand how to exercise correctly and don’t injure themselves! Including video demos or diagrams will also make instructions more universal.

• Translating word for word isn’t a good idea

 
When translating sporting terminology, be wary of using automated services like Google Translate. They often translate words or phrases literally, which can make sentences lose their sense or suggest words that are too formal, or not commonly used.
 
For example, in Italian a goal scorer is l’autore del gol. Translated literally into English, this would mean ‘author of the goal’. As this phrase sounds clunky, you would need a professional translator, who knows how the locals speak, to adapt the phrase appropriately. 
 
One distinctive style of penalty kick in football has many different names across the world. Some countries call it a Panenka, but in Italy it’s known as Il Cucchiaio and Cavadinha in Brazil. Again, a professional human translator would know which phrase the locals would understand. 

• The vocabulary of a sport is often from the country it originated in

 
Sporting terminology is often in the language of the country where it was created, so many terms don’t have direct counterparts in other languages. A translator would need to find a similar phrase in the local language that conveys the same meaning.
 
This is particularly true of common idiomatic sporting expressions like drop the ball, the gloves are off, get the ball rolling, par for the course, throwing in the towel and game set and match. These idioms are widely used and understood in England but may not have a direct equivalent in another language.
 
Similarly, in Italy, footballer Mario Balotelli is famous for his outlandish behaviour. So much so, a new Italian word has been created to describe gestures or behaviour similar to his: balotellata.
 
On the flip side of this, some sporting terms are adopted into other languages, so certain English words will also be used in Italian. A sports translator familiar with both languages will know which words to translate and which to leave as they are. 

• New sporting terminology is constantly being created

 
When new sports, exercises or fitness crazes are created, new terminology also needs to be created in multiple languages. Similarly, new sporting references are coined regularly and become popular worldwide. A famous example is the ‘Mobot’, the name for Mo Farah’s victory pose that he debuted during the 2012 Olympics.
 
Due to the ever-changing nature of sports, it’s important to use a translator who keeps up with sporting culture, language and rules to ensure you ace your sports translation!

Need your sporting materials translated? I can help.
 
I’ll adapt your materials from English into Italian to ensure any specialist terms and phrases are understood locally.
 
I’ve translated exercise manuals for large sports brands, such as Nike, and I write regular blog posts about running. I’m a huge sports fan and am particularly passionate about basketball, yoga, swimming, tennis, football and the gym.
 
Get in touch for a free quote today.

If you want to successfully expand your business, products or services abroad, it’s important to have your marketing materials professionally translated into the local language.
 
It might be tempting to try to translate them using an automated service like Google Translate, but beware! Automated services often translate sentences literally, so they lose their meaning, or sometimes no longer make sense at all.
 
So, if you’re looking to increase sales and make a good impression in a new country, you should use a professional, human marketing translator.
 
Here are 4 reasons why:

When you’re trying to persuade a potential new audience to use your products or services, your copy needs to resonate with them emotionally. To do this successfully, you need to fully understand your target market, what makes them tick and their pain points that your products or services can solve.
 
Who better to help you connect with the locals than a native translator who already understands their language, customs, norms and behaviours?
 
Localised marketing translation will help you speak to your customers using exactly the same words and phrases they use. 

A professional translator will ensure your work flows well and that there’s nothing to distract the reader from the message you want to get across.
 
In order for your words to have their desired effect, it’s essential that the tone of the piece is also transferred across into the new language. Tone of voice is something that an automated translation machine can’t pick up on, but a professional marketing translator can. 
 
As some words and phrases can’t be literally translated into another language, a translator will pick up on the meaning of the phrase and find a way to convey it effectively in the local language. 

A professional marketing translator will ensure your marketing is completely suitable for its intended audience. As well as helping you avoid embarrassing spelling and grammar errors, they’ll prevent you from making cultural mistakes that could damage your brand’s reputation.
 
As one word can mean different things in different parts of a country, and jokes that are funny in one country aren’t funny in others, there’s a lot to think about when you’re entering a new marketplace.
 
By using a native translator who understands the humour and values of the local people, you can demonstrate respect for the culture of the country you’re entering and avoid causing offence. 

By going to the effort of translating the information about your products and services, you’re showing potential customers you care enough to speak to them in their language.
 
Translating your marketing materials makes it easier for your target market to understand what you’re about and helps them to trust you.
 
Once you’ve gained the trust of your new customer base, you’ll soon be on your way to global success!

I’ll adapt your marketing materials from English into Italian and ensure your company stands out in the Italian marketplace. As well as being an Italian translator, I also create marketing content for Italian businesses, so I know which persuasive techniques will help you connect with local customers and grow your business.
 
Get in touch for a free quote today.