The LA Galaxy has partnered with Fanpics, a San Diego-based technology startup, to create a new fan photo platform at StubHub Center.
The Fanpics platform uses several automated cameras stationed around a stadium or arena, pointed back at the fans. The photos are designed to be an enhancement to the in-venue experience, and fans can access photos either online or through Fanpics’ mobile application using their seat location.
Instead of a “selfie” or lower-quality cellphone shot from a game, fans are able to access professional-quality shots of themselves celebrating key moments from a game. Photos are then easily shared through social media channels.
The Galaxy represents the first pro alignment for the fledgling company after an initial trial with San Diego State University. But Fanpics is now in talks with several pro properties about potentially larger efforts, company officials said.
“This is sort of like the cameras set up along the roller coaster at the amusement park, but instead we’re taking pictures throughout an entire sports event,” said Marco Correia, Fanpics co-founder and head of brand, product and strategy. “But it goes way beyond just a photo booth-type service. There are all sorts of opportunities for sponsorship and knowing your fan better through this. We want this to be the next Jumbotron-type ad network, but in your pocket.”
To that end, the Galaxy and Fanpics are developing an advertising template in which sponsors would be able to incorporate themselves into the photo discovery and delivery. The Galaxy has not yet connected Fanpics to its customer relationship management system, but using the photos and fan check-ins, the system is capable of yielding large amounts of data on who is actually attending games.
Fanpics made its first approach to the Galaxy through Dan Beckerman, president and chief executive of Galaxy parent AEG. During several games of use thus far at StubHub Center, between 7 percent and 10 percent of attending fans have used the system.
“The initial response for Fanpics has been positive and we see a lot of potential here,” said Casey Leppanen, Galaxy and StubHub Center senior director of marketing and broadcasting.
Fanpics handles camera installation and, for now, is overseeing taking pictures. But over time, the company intends to have team clients control picture-taking themselves, with the entire system activated at key game moments with the push of a button. Photos are tagged with seat locators and indexed against a seating chart. Fanpics is working on an opt-out feature in which fans not wanting to be photographed can be blurred.
The company is entering a sports photo space already occupied by outfits such as Fanfoto, partly owned by Fenway Sports Group. But unlike more posed photos typical of that space, Fanpics aims to capture fans during spontaneous celebrations.
Investors in Fanpics include Jordan Brand President Larry Miller, CBS Sports broadcaster James Brown and several undisclosed pro athletes.
