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For sports and stadiums

Branded fan photography for matchday

Fans in the stands see angles the broadcast never will. A QR on the big screen turns them into your camera crew — every photo carries the club and sponsor marks, and you finish the fixture with a season's worth of content you are cleared to run.

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Taking a photo at City FC vs Rovers
Pictolead showing City FC vs Rovers

“The broadcast owns the pitch. The stands own everything else.”

The problem

Why does the club own the broadcast but not the stands?

The broadcast covers the pitch. Everything else — the away end, the celebrations, the family in row twelve — is shot by fans and stays on their phones.

The atmosphere isn't yours

Matchday is shot from the stands, and it stays in the stands.

Sponsors want activation numbers

A shirt sponsor gets impressions. A matchday activation needs results.

You don't know who came

The ticketing partner knows who bought. You rarely know who showed up and wants to hear from you.

The solution

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The stands shoot with the club's and the sponsor's brand, and every fan who joins is on record.

Challenges

Give the room a mission.

Optional — and the single biggest lever on how much content an event produces. An activation can ship with photo missions you write, each with a prize at the end, so guests shoot on purpose instead of by accident. Participation climbs and you get the shots you actually wanted. Winners are picked by you or crowned by the crowd's hearts.

The moment it went in

Your face, or the face next to you, the second it happened.

Winner: Crowd hearts

Colours on

Show us the scarf, the shirt, the paint.

Winner: Judged by you

View from your block

The best photo from your seat, whatever the view.

Winner: Crowd hearts

Examples for this event type — you write your own in the dashboard, or start from a saved template.

The Pictolead web console: a crowd-voted challenge with its winners, entries and a live scorecard.
A crowd-hearts challenge in the console. Votes decide the podium when it closes, and you can still override first, second and third. The prize is yours to award.

What you walk away with

The event is over in hours. The content works for months.

Rights-cleared UGC

The stands, the fans and the celebrations, shot from every block. Branded with the club's mark and cleared for your channels.

The Pictolead content library: every guest photo from every event, with its hearts and challenge wins.
Every photo from every event in one library, your brand already in the frame. Guests grant reuse when they join, so all of it is cleared to export: everything, or just the winners.

A warm list

Fans at the match leave an email to compete, with a separate marketing opt-in. Your own list, not the ticketing partner's.

The Pictolead leads table, showing the marketing opt-in on every contact.
Name, email and marketing opt-in per contact, with the opt-in rate and how many arrived through a challenge. Export as CSV.

More than photos — a marketing asset.

A content library you own

Every photo develops into one shared album you download in high resolution, yours to post, edit, and run as campaigns.

Authentic beats polished

Fan-shot photos from inside the moment outperform staged content on social, and you get hundreds of them per event.

Frictionless means more content

Guests join from a QR code with no app to download, so participation stays high and the photos pour in.

Your event, your rules

Private by default, with host moderation and a reveal you control. Turn the unlock into its own social moment.

Reach you didn't buy

Guests post their own UGC because they look good in it, and your logo is already in the frame. Every share reaches an audience that trusts the person posting — distribution you never bid for.

FAQ

Matchday and stadium questions

How do fans in the stands join a matchday camera?

A QR code on the big screen, the concourse signage or the back of a ticket opens the camera in the browser. Fans shoot from their seat, so you get angles a pitchside crew cannot reach.

Can sponsor logos appear on fan photos?

Yes. Club and sponsor marks are applied to every photo as it is taken, which turns a matchday activation into deliverable sponsor inventory with a share count attached to it.

Does it hold up with tens of thousands of fans?

Events up to 10,000 guests are covered by the standard plans, and stadium-scale fixtures beyond that are scoped and quoted individually. Since every fan uses their own phone, there is no physical bottleneck as capacity grows.

Can we run it every fixture across a season?

Yes, and that is what the annual plans are for. A 12-month plan covers up to 60 events a year at a lower per-event rate than booking each fixture separately, with the full pool available from day one of the season.

Do we get the rights to use fan photos in club marketing?

Fans consent when they join, and the resulting library is rights-cleared for club use. The campaign report sets out coverage for each fixture, so the marketing team knows what it can publish without chasing individual permissions.

Do fans post their matchday photos?

Constantly, and each post carries the club and sponsor marks because branding is applied at capture rather than added later. That turns a matchday activation into sponsor reach you can evidence, delivered by supporters instead of by paid media.