In this article, we’ll explore the history of sports image licensing, the limitations for sports brands, and the benefits of bringing image ownership and processes into a brand’s control.

Sport has evolved into a content machine, with clubs and organizations investing heavily in marketing and creating consistent viewership numbers in the millions.

However, one aspect of the sports industry remains rooted in an outdated model – image licensing.

Sports image licensing, which involves the distribution and monetization of sports-related photographs, has for many years stayed true to traditional and restrictive practices that fail to adapt to the digital age.

As technology continues to advance, it’s crucial for the sports industry to modernize its image licensing methods to better serve the evolving needs of fans, mainstream media, and local content creators.

How has sports marketing and content creation evolved?

Over the last decade, sports organizations in almost every part of the world have recognized the value of creating and marketing content online.

This has led to many clubs establishing in-house teams of content creators and content marketers for social channels and more. These dedicated professionals understand the club’s brand at a much higher level than anyone outside of the company and can produce tailored content to engage fans and attract sponsors.

Traditionally, sports clubs have relied on licensing agreements with image libraries to use their photos. While this has allowed clubs and publishers to access professional-quality images without much hassle, it also means surrendering ownership of their images and their accompanying rights.

Clubs often pay a fee to use these images online, as do any associated news outlets, but they will be paid back just a slither of the overall amount made by image libraries and will be limited in their ability to further monetize this content.

The current image licensing model is no longer in line with the demands of modern sports organizations – and these are high-performing businesses as much as anything else.

What are the benefits for sports teams to leave behind the traditional licensing model?

Forgoing the image licensing model and owning the content itself allows sports brands to have greater control over their visual assets, leading to several advantages:

● Ownership of all captured images: This ownership ensures the club can leverage these images for various purposes, including marketing campaigns, merchandise, archival material, and online content.

● Controlled distribution and audience insights: This data provides critical information on fan preferences, which enables clubs to tailor content and promotions, thereby maximizing audience engagement and revenue generation.

● Sponsored content opportunities: Clubs are able to create mutually beneficial content that generates additional revenue streams and extends viewability.

● Increased ownership, commercial opportunities, and cost savings: Overall, the shift towards in-house image rights management provides sports clubs with greater ownership, commercial opportunities, and cost savings. By eliminating licensing fees and gaining control over their visual assets, clubs can unlock new revenue streams and achieve sustainable growth.

Enhanced brand identity and fan connection

When sports clubs own their image rights, they’re able to shape and maintain their brand identity.

By having control over the images used in marketing materials, social media posts, and merchandise, clubs can ensure that their visual representation aligns with their values, messaging, and overall brand image. This consistency helps to establish a strong and recognizable brand identity in the minds of fans and sponsors.

Moreover, using regular content creators allows sports teams to work with them and understand how to tailor their visual content to resonate with their fan base. They can capture and showcase unique moments, emotions, and behind-the-scenes footage with an understanding of what fans like to see online.

Adaptability within the modern media landscape

In-house image rights management allows sports clubs to respond quickly to evolving trends, events, and fan interests.

With external licensing agreements, clubs often face limitations in obtaining and utilizing images promptly. This can hinder their ability to capitalize on viral moments, breaking news, or cultural phenomena that could enhance their brand exposure and revenue potential.

Having immediate access to their image library allows clubs to swiftly create and distribute timely content that captures the attention of fans and leverages current conversations.

This agility enables both teams and leagues to stay relevant in the fast-paced digital landscape and seize opportunities for increased visibility and monetization.

Brand protection and enforcement

Maintaining control over image rights helps sports clubs protect their brand from unauthorized use or misuse of their visual assets.

In the age of social media and digital content sharing, it’s crucial to have a system in place to monitor and address instances of intellectual property infringement.

By owning their image rights, clubs can take proactive measures to safeguard their brand’s integrity and instigate appropriate legal action against infringing parties if necessary.

How SmartFrame works for sports teams and content creators

Unlike agencies that retain copyright and licensing rights, SmartFrame ensures sports brands retain ownership of all captured images, granting them greater control and ownership. This protects brands and photographers from revenue loss due to unauthorized use.

It’s worth noting that agencies only provide JPEG file formats, which since the dawn of the internet have been left untouched and open for theft. SmartFrame provides encrypted file formats and protection against unauthorized downloads and bots to help ensure images stay under controlled distribution. 

Our in-image advertising platform also helps to create additional revenue streams, allowing sports brands to monetize their visual content effectively and present more attractive sponsorships that align with on-page content through contextual targeting.

To summarize

The outdated model of sports image licensing prevents clubs from fully capitalizing on their visual assets; as sports brands continue to evolve as content machines, missed revenue opportunities remain.

Bringing image rights in-house allows sports organizations to exercise greater control, create valuable IP assets, and unlock new commercial opportunities.

Embracing this modern approach benefits clubs financially and strengthens their relationship with fans through increased engagement and exclusive content. It’s time for sports image licensing to adapt to the demands of the digital era.

 

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