How Engaging Sports Photography Benefits Marketing

West Virginia safety Jared Bartlett (10) yells at Texas Tech quarterback Behren Morton (2) after the Red Raiders failed to convert on third down during a game on Sept. 23, 2023, in Morgantown, W.Va. The Mountaineers went on to win the game over Texas Tech, solidifying one of the best defensive games WVU played in two seasons. (Andrew Spellman/81 Creative photo)

In the age where visual storytelling surrounds us, the old, overused adage, “A picture is worth a thousand words,” holds true.

This notion is particularly valid in the realm of sports marketing. There’s no doubt that audiences are drawn to photos and videos displaying the thrilling crescendo of a game-winning moment, the silent emotions of defeat and, simply, the sheer athleticism displayed in a split second. These are often stories that only those on the sidelines can tell, and, historically, the most memorable moments are found in photographs. 

READ: How to Create Captivating Sports Videos

Thus, photographers, media outlets and marketing agencies should strive to capture or utilize only the best visuals, as high-quality photos play a pivotal role in these narratives from influencing fans to shaping brands and driving marketing strategies. But what makes sports photography so vital for marketing, and what defines a truly great sports photograph?

Emotional connection drives fandom, sales, and helps connect better with audiences

At their core, sports stories are about emotion. From the jubilation of victory to the heartbreak of loss, it’s a roller coaster of feelings for all involved. In that vein, high-quality photographs capture these raw emotions in a way that words often cannot. A beautiful shot can make fans feel connected not just to the moment, but also to the individual athletes, the team and the entire narrative. This emotional bond is a powerful tool for marketers, driving fan loyalty and engagement.

For marketers, it further enhances their brand or agency’s storytelling prowess. Although marketing has evolved over the last few decades, the one facet of the industry that hasn’t and will never change is to sell an audience with impeccable storytelling. 

One excellent example of how a sports brand connected the audience to its history and overall narrative was how the Cleveland Cavaliers marketed the return of star LeBron James. After leaving the Cavaliers to play for the Miami Heat in 2010 — winning two NBA titles with the team — James returned to Cleveland in 2014 where he pushed the Cavaliers to multiple Finals appearances and won the title in 2016. 

The departure and eventual return of James to Cleveland is one of the more iconic brand narratives in sports. It begins when the Cavs, his hometown team, drafted him first overall in the 2003 draft directly out of high school. His first run with the Cavaliers was a picturesque moment in history for the team, as James re-energized the franchise and led the team to multiple playoff appearances and one Finals bid. But, with a newfound love for success, fans were in an uproar over James’ decision to leave for Miami. It became another focal point in the Cavaliers’ story, one where the beloved son abandoned The Land.

Although this photo shows the removal of LeBron James’ mural in Cleveland, it identifies how impactful a photograph of his pre-game ritual became central to various marketing efforts. (AP Photo/Mark Duncan)

Now to the point: the return of James and how a photograph made the marketing easy and continued to tell the brand narrative.

One of James’ most iconic on-court moments is his pregame chalk toss; it’s one of his most recognizable photographs — whether in a Lakers, Cavs or Miami uniform — and it became the backdrop for the team and other brand’s marketing efforts when he returned to Cleveland. Signage flooded the city ahead of his return, reading ‘The King Has Returned’ overtop the chalk toss photo. Another example comes before he left Cleveland, as Nike hung a mural using the iconic photo to highlight his success. Before stepping foot in the then-Quicken Loans Arena, James even reached out to fans to see if he should bring back his iconic ritual, involving them in the toss at an early home game. 

Naturally, there are many other instances of high-quality photos being used for marketing purposes, but this is one of the most memorable pieces of a singular sports brand’s story. 

High-quality photographs and professional perception

In the world of marketing, perception is paramount, and high-quality photographs reflect professionalism. Whether it's for promotional material, social media content or merchandise, top-notch photography enhances the brand's image, portraying teams and athletes in the best possible light. 

Take note that not all marketing content will be from live sporting events. High-quality content needs to be centric to any marketing, whether it’s an in-studio or outdoor shoot or coming from a game. 

Further, in many instances, audience members are scrolling mindlessly on their phones and digital marketers are fighting for any engagement to pull them out of that zombie-like cycle. That noted, visual content, especially dynamic sports imagery, attracts more engagement online and in apps. A captivating sports photograph can significantly amplify social media interactions, drive website traffic and increase shareability. 

In an era where digital presence defines a brand, high-quality photography can set you apart from the crowd.

Three qualities of a great sports photograph 

Although non-game photography was briefly mentioned above, we want to look into what makes a great, live-action sports photograph, as these can be centric to a brand’s marketing efforts. 

The first is timing. In short, it’s everything. 

In a split second, a player’s emotions can change, a play can happen and a story can be made or lost. That noted a photographer should always be attentive during a game, camera at the ready well before the play even begins. This also means not letting focus slip — although it’s common to want to see the shots you captured moments prior, you can miss great photo opportunities while doing so. 

And, while the camera doesn’t make the photographer, investing in high-quality gear that shoots at medium- to high-fps and quality tracking makes it easier to capture those special split-second moments.

READ: The Top 4 Mirrorless Cameras for Sports Photography and Videography in 2023

Second is composition. While some may argue this is the most important aspect of a great photograph, we’re not ranking these facets in this article. Simply, a great sports photograph isn’t just about the subject; it's about the entire frame. Good composition adds depth, drawing the viewer's eye to the focal point, while also telling a broader story of the setting. 

Utilizing techniques like the rule of thirds, leading lines, and framing can elevate a photograph from being just a snapshot to a captivating story. Further, because composition can often be lost in fast action, post-production can help with this. Still, it’s recommended to do your best to frame the subject properly. 

The final piece of a great sports photograph is capturing emotion. Sports are a melting pot of emotions, and, while action shots are essential, it's often the emotive moments that leave a lasting impression. The sheer joy of a team celebrating a win, the agony of a player after a missed opportunity, or the camaraderie between athletes, these moments brimming with raw emotion resonate deeply with audiences, making them integral to impactful sports photography and marketing efforts. 

So, as sports marketing continues to evolve in the digital age, the significance of impactful sports photography remains undiminished. It's not just about capturing moments; it's about conveying stories, building brands and creating lasting connections. For marketers, investing in top-tier sports photography is not merely an option — it's a necessity.