This article is a thorough analysis of the content plan and digital strategy developed on the web, mobile app and social media for the launching in Mexico in 2017 of MarcaClaro.com, a new multimedia platform created by the sports daily newspaper Marca in order to internationalise and consolidate as a leading sports outlet in Latin America. For that purpose, first there is a content analysis of pieces of information (priorisation of topics and events, new formats and storytelling) published on the web during its first five months of life and selected through a random simple and, secondly, there are in-depth interviews to MARCA Claro chief editors both in Spain and in Mexico so as to know editorial keys of this transnational media partnership.