Brentford signs up SmartFrame

Brentford have announced a new partnership with UK-based tech provider SmartFrame Technologies.

The agreement sees the West London football club become the latest sports organisation to implement the company’s streaming technology for its official images.

The deal will see images captured at Brentford games and other official events published online in the new Brentford FC Official Photography Library.

These images and their associated rights will be fully owned by Brentford FC, providing ‘maximum control and unlocking commercialisation opportunities.’ They will also be made available to publishing partners at no cost, with both parties entitled to a share of revenues from advertising that is occasionally displayed in these images.

Brentford have become the third Premier League club to adopt SmartFrame’s technology, following Manchester City FC and Everton FC. New Zealand Rugby and Six Nations Rugby also use SmartFrame’s platform for their official image libraries.

Fran Jones, Commercial Director of Brentford FC, said, “At Brentford FC, a forward-thinking approach and innovation are a part of our DNA. We’re pleased to be partnering with SmartFrame, who align so well with us on these values. Our partnership will give us access to their advanced technology for documenting and sharing our moments both on and off the field. We look forward to collaborating with SmartFrame and transforming the way we present and licence the club’s imagery going forward.”

James Prosser, Global Sports Director of SmartFrame Technologies, added, “It gives me great pleasure to welcome Brentford FC to the SmartFrame family. We have already built a strong rapport with the club’s commercial team over the past few months, and their positivity and openness have made it clear that we share many common values. As more high-profile organizations join us, we move closer to our goal of revolutionizing online image publishing and commercialisation.”