All Blacks Convert Smartframe Partnership

New Zealand Rugby (NZR) has appointed UK-based digital image tech start-up SmartFrame Technologies as its new official photography and image-distribution partner.

SmartFrame has joined forces with German photography service provider Action Press – led by Ulli Michel, former Global Pictures Editor of Reuters – to capture all official photography of the All Blacks, Black Ferns, Māori All Blacks, and NZR’s other Teams in Black.

The SmartFrame model assigns the rights to these images to NZR and allows the organization to profit from the revenues generated by occasional in-image advertising that will be displayed within the images.

Under this new commercial model, publishers will be able to embed these images on their websites without charge, and if they participate in SmartFrame’s Publisher Program they will also be eligible to a share of in-image advertising revenue.

NZR’s imagery will still be available to fans and media organisations around the world via traditional photo agency subscriptions, but only publishers using official SmartFrame images will be able to access them for free.

The partnership will provide a new media space for NZR’s sponsors and commercial partners, powered by SmartFrame’s in-image advertising system and an ‘improved experience for fans’, and allows NZR to regain ownership and control of its teams’ official photography.

Yarnie Guthrie, Global Head of Commercial Sales at NZR, said, “Imagery has always been a key component in bringing our sport closer to the fans. We’re very proud of this partnership with SmartFrame and to be the first sports team to pioneer this innovative image-streaming technology to drive both new and richer revenue opportunities and a vastly improved fan experience from our official images.”

“As the sports and media ecosystems evolve, we must adapt and question the status quo. In doing so, we’ve been able to win back the rights to our own imagery, while uncovering new data, audience insights, and a new commercial model that has huge potential.”

The technology will also drive improved fan engagement for NZR. SmartFrame images will provide ‘immersive, high-resolution imagery and interactive features like full-screen viewing and Hyper Zoom technology, as well as crucial audience insights and protection against image theft and misuse.’

Rob Sewell, CEO of SmartFrame Technologies, added, “This first-of-its-kind partnership with New Zealand Rugby marks a significant shift, not just in the sports image industry, but across the entire image ecosystem. We’re redefining the digital image standard and distribution model to empower the rights of image owners and provide them with full control and transparency over the use of their images, along with an ad-funded commercial model (much like YouTube or Spotify) that can transform the industry and drive significant revenue growth once again into the hands of the creators.

“We’re very proud to be able to partner with such an iconic sports brand which is globally recognized for its ethics, drive, and forward-thinking innovations, to demonstrate to the world what the future looks like when it comes to image ownership, protection, controlled distribution and commercialization.”