25+ Sports Marketers & Creatives Share Their Advice for 2025

The online sports community—made up of photographers, editors, designers, marketers, and more— is one of the most passionate and supportive groups we know on social media.

Every year, we gather advice from this community to inspire and bring together like-minded marketers and creatives. Whether they have experience working with pro sports teams, university athletics programs, or various brands on freelance assignments, they all have great advice that could change the way you work for the better.

Want to share your own words of wisdom? Tag @photoshelter on social media.

Inspiring Advice from the Online Sports Community

Alysa Rubin, Photographer, Pittsburgh Steelers

“Say yes to every opportunity.”

“The best piece of advice I can share is to say yes to every opportunity to improve your skillset and build relationships! Photograph everything at any level, whether it’s action, fan features, marketing materials, event coverage, etc. Be flexible and hungry to improve. 

Additionally, say yes to card running, editing, and non-shooting opportunities because all of these things will help you connect with others around you and gain valuable insight into how sports photographers approach covering events.

Also, be a good person and never stop learning! Your reputation, character, and reliability are just as important as the images you create and the work that you do. Make an effort to build and maintain your relationships and go out of your way to meet as many people as you can!”

Andrea Vílchez, Photographer, National Women’s Soccer League

“Be patient and brave.”

“When you start out, you can’t expect to be excellent at something new immediately. Be brave enough to continue to experiment and try out every creative idea that comes to mind, no matter what anyone else might think.

You also can’t expect to get top opportunities straight out of the gate. It takes a lot of dedication and time to get to the professional level and build your network in this industry. That’s why practicing and working wherever you have a chance is important, even if it’s not your ideal scenario.

And remember, everything happens for a reason. Your hard work will pay off in the end!”

Brooke Morris, Associate Director of Content Engagement, UFC Knights

“Immerse yourself in the industry.”

“Immersing yourself in the industry on social is a great tool. Follow the teams and creatives whose content inspires you. While I think one of the best ways to learn in this industry is to get out there and just do it (whether it’s social, photo, video, graphics, etc.) I also think seeing what others are doing is important too. Following a variety of teams and creatives on social allows you to look outside of your bubble and see some different perspectives, strategies and techniques.”

Carl Jones II, Freelance Photographer & Team Photographer, Detroit Lions

“Carry yourself as a professional.”

“When working with a professional sports team, understand that a large portion of the work required takes place off the field. As a photographer, you should be multifaceted and be able to cover events,  in-game presentations and know how to use lighting in all situations.

Also, don’t be fooled into thinking professionalism is not important as a photographer in the sports industry! Dress for the task at hand, be on time and carry yourself as a professional! You never know who you can end up in the same room with.”

Connor Trace Cunningham, Photographer, Louisville City FC & Racing Louisville FC

“Be flexible.”

“Whether that’s during a photoshoot when a client springs a new idea on you and you have seconds to adjust or bad weather rolls in on game day and you have to pivot from what you originally shot listed. Always try to make the most of the opportunities you are given.”

Cortney Lesovoy, Digital Asset Management Specialist, FC Cincinnati

“Ask questions.”

“One piece of advice I’d give to someone who wants to get into the sports industry is to reach out to those already established in it and ask questions. More often than not, people are willing to answer any and all questions someone has and help them out. I wouldn’t be where I am today without making those connections.”

Daniel Kobin, Freelance Photographer & Lead Photographer, SOCCER.COM

“Be curious and genuine.”

“Don’t be afraid to ask questions, especially when in the field or at an event. I remember feeling so overwhelmed when I photographed my first soccer match. It felt like I didn’t belong there, especially as an introvert. Be curious and genuine, and ask others about their workflow, event run of shows, etc. I still try to make an effort to do this every time I’m on location! We all start somewhere, and there are so many great folks out there willing to share their knowledge and lived experiences.”

Danny Kraft, Creative Content Designer for Football, University of Maryland

“Say yes!”

“Take advantage of every opportunity no matter how small or trivial it might seem. You never know who you might work with, what project might resonate with someone else, or what skill you may learn. Give it your best effort every time and recognize how lucky we are to be in this extraordinary industry.”

Gabriella Whisler, Seasonal Photography Assistant, Jacksonville Jaguars

“Challenge yourself.”

“It’s really easy to get caught up in the assignment which can make your work very stock or even cause burn out. Challenge yourself to try something new or different every time you shoot. Even if it doesn’t work out you’ll have learned something new or gained a new perspective. A few ways I like to do this is stay at a specific focal length, try a sunburst or silhouette, use a lens filter, etc. Also always take advantage of the access you have, what’s the point of having it if you’re taking the same shots everyone else is or photographing the same stuff fans can already see?”

Hannah di Lorenzo-Kevorkian, Freelance Photographer, NFL, WNBA, US Soccer & more

“Know the sport.”

“One piece of advice I’d share is to know the sport! Being able to anticipate game flow/ball movement will allow you to get THE shot. In addition to being prepared for the main moment, keep shooting the small moments that follow. Some of my favorite images have been created when everyone else put their cameras down! 

I would also encourage anyone aspiring to get into sports photography to not be afraid to ask questions! Introduce yourself to other creators and hear their story! It can be intimidating starting in sports, but every creator has been there, and building new relationships/friendships goes far beyond the lens!”

Jacob Clouse, Digital Media Manager, Rahal Letterman Lanigan Racing

“Just go create!”

“If there was one piece of advice I could give to someone looking to get into the creative sports field, it’d be a concept that seems simple but I feel is under-utilized: Just go create!

So many young creatives looking to get into sports ask me how they can get credentials to shoot all the big events, but the truth is you simply won’t without being attached to a team/league/publication. Building your portfolio is the single most important thing ANY creative can do when trying to progress their career and the opportunities to do that are around you within your community. You don’t have to shoot the NFL/NBA/MLB to have a strong demo reel!

Go out to your local high schools and shoot highlights of whatever sports you’d like! Build relations within your community to work on projects that can showcase your skills and build your network as well. All of these are things you can easily do to build your portfolio and allow you to gain experience as you go into potential interviews down the line.”

Jay Bendlin, Team Photographer, Atlanta Falcons

“Build meaningful relationships.”

“My biggest piece of advice is to build meaningful relationships! Networking isn’t just about knowing someone; it’s about giving respect and being able to support and uplift others around you. The sports creative community is tight-knit and having a friendly smile isn’t always enough.

Try to be authentic and genuine in your connections and commit yourself to being a humble lifelong learner. Those with more experience are usually willing to answer questions, as long as they are asked in the right context. In this relationship-driven industry, your character matters as much, if not more, than your portfolio.”

JC Ruiz, Freelance Photographer, NHL, MLB, Getty Images, & more

“Don’t just rely on Instagram.”

“It’s not fun hoping and waiting for the Instagram algorithm to get you the attention you want. There are plenty of more avenues to explore such as writing blog posts about your experiences, your photo shoots etc., podcasts and behind the scenes tutorial videos. All those other outlets will give you additional reach and engagement that Instagram has you waiting for. And the best part about writing blog posts or doing a podcast is that it’s recyclable content.

You can turn the content of a podcast episode into a blog post. A blog post could become a social media post or a podcast episode and that tutorial video could become a reel or snippet that drives people to your content. 

Don’t just rely on Instagram, there are a vast amount of other options that could help bring you the exposure your non-paying clients never could. Trees branch out to reach the sunlight to grow and your content should too.”

Laura Stroud, Creative Content Producer, Carolina Ascent FC, Charlotte Independence, & Anthem Rugby Carolina

“Good judgement is a must.”

“Your professionalism is just as important as the product you can produce. Teams look for people who are reliable, professional, can read the room and handle sensitive information with care. Good judgement is a must.”

Lia Musgrave, Senior Manager of Digital & Social, UFL

“There is tremendous value in versatility.”

“Most jobs in sports are fast-paced and unpredictable, so you will always be an asset if you are well-rounded and have a positive attitude. Closed mouths don’t get fed, so take advantage of every opportunity to step outside your comfort zone and learn something new!”

Logan Bowles, Photographer & Photo Editor, NFL

“Preparing yourself for the moment is half the battle.”

“I’m going to keep it in the American football realm because most of my year is consumed with the sport. One of the biggest factors when photographing football is learning to anticipate what is going to happen in front of you and being ready for that moment. I see a lot of photographers get stuck on a focal length and miss shots because of it. I always keep my second body ready. So if a play ends up in your lap, you’re ready. Especially around the goal line. I preset a focus somewhere around the pylon so if the play comes to that side I can quickly pick up a camera and snap.

I also like to position myself half way between the two pylons in the corner of the end zone. It gives me the option to cover the front pylon, the back pylon (if they throw a fade), across the end zone, and the middle of the end zone. Of course you need a little bit of luck but preparing yourself for the moment is half the battle.”

Matt Pendleton, Freelance Photographer, WWE, NCAA, ESPN & more

“Strive for constant improvement.”

“Be nice, be open to change and strive for constant improvement. The industry changes often and you want to understand the trends/needs of your client. 

Your workflow and file organization is just as important as how you create images. You want to take each opportunity and sporting event to tweak and improve. 

Finally, always watch out for other working photogs. Never walk in front of anyone and just be aware of your surroundings at all times, even when getting up to move.”

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Mikey Owens, Freelance Photographer, NFL, MLB, WWE & more

“Don’t be a jerk and be friendly.”

“I pass along this same advice that was given to me from my good friend, Al Bello. The majority of the work I do within sports photography, I always end up working with or around the same people. As I’ve progressed through my career to this point, I’ve learned that – yes, you need to make good work but more importantly, if you are not a great person to be around, it makes it difficult for clients to justify keeping you around instead of moving on to the next person in the queue.

I know for myself, when I first started, I got a ton of work off of references. I do the same these days if I happen to be unavailable for a job – it’s easier for me to recommend you to a client if I know you’re kind and easy to get along with. Just remember that with each year, new photographers are graduating from college and are hungry to jump into this field so there will always be competition so make sure you make good first impressions!”

Ryan McCullough, Team Photographer, Toronto Rock Lacrosse Club

“Take every chance and opportunity that comes your way.”

“Make as many connections as possible because word of mouth is huge. Take every chance and opportunity that comes your way and allow yourself to learn and experience how different events run their media.

‘A good photographer is passionate about photography and willing to learn and improve continuously.’

Don’t be scared to get creative and try things that may not work out the way you wanted as you shoot because it allows you to see the game in a different way than how others are seeing the game. You are allowed in areas that fans are mostly not allowed to be in, so being able to photograph fans’ favourite players in areas they don’t normally get to see allows fans to build the narrative during a game day.”

Scott Boldt, Athletics Graphic Designer and Photographer, University of Colorado Boulder

“Make sure you’re in the industry for the right reasons.”

“My piece of advice for current and aspiring creatives is to solidify what your priorities are and make sure you’re in the industry for the right reasons. You’ve truly got to love what you do and that will take you far, but the most important thing is being a good person. Technical skills can be taught/learned, experience will come, but treating others right and with kindness no matter what and always having a good attitude is what I think is the key thing, not only in this industry but in life in general. 

A side note for aspiring creatives, don’t be afraid to start small (shoot high school sports, it’s not all about the big time events), always be seeking out new opportunities, get out of your comfort zone, and show an eagerness to learn. Stay curious and pursue the things in the industry that excite you and that you’re passionate about.”

Shari Blige, Photographer, New York Jets

“Stray from comparing yourself, your journey, or your work to others.”

“My biggest piece of advice is to focus on your craft and to stray from comparing yourself, your journey, or your work to others. Take full advantage of each opportunity you’re given to build on your own strengths and weaknesses both as a photographer and as an individual. Being a good person is far more important than being a great photographer. Strive to be a better version of yourself rather than trying to be better than anyone else.”

Shauna Howell, Director of Creative Design, Brigham Young University Athletics

“You should be offering solutions, not just pretty pictures.”

“Create designs for the job you want. Don’t wait to get the job to show them what you can do. Find your dream job, and start designing for it. Make sure you’re solving a specific problem for them. You should be offering solutions, not just pretty pictures.”

Taris Smith, Staff Photographer, University of Louisville Athletics

“Keep a learning attitude.”

“Stay Inspired! Find other people, teams, etc. that inspire you and never stop learning! I have found that finding inspiration, whether that’s scrolling on Instagram/X or finding people’s work I admire, has kept my creativity sharp. Finding ways to stay inspired helps prevent burnout but also helps your love for your work blossom!

Keep a learning attitude; there is so much you can learn from others, and no one person knows it all. The beauty of being a creative is that you can take bits and pieces from others to create your own style of doing things. Ask questions, be curious, receive feedback, and take every opportunity/interaction as a chance to learn something new and be inspired!”

Wade Evans, Media Producer, Absolutely Ridiculous

“Never stop being a student of the craft.”

“Having a deep understanding of the technical aspects of your craft is the foundation for unlocking your full creative potential, especially in my field of photo and video. Actually read the manual for your gear! Dive deep into the exposure triangle, learn the math behind the numerical values of aperture, shutter speed, and ISO and how those factor into changing exposure by certain stops of light. Learn what a ‘stop’ even is! Learn how your camera handles highlight rolloff, what different metering modes actually do, how ISO can affect dynamic range – I could go on forever.

Never stop being a student of the craft. After a while it just becomes instinct, and the ability to have your brain put all the settings and technical factors on ‘autopilot’ allows you to hone in on your creative vision that much more; it also allows you to work quicker when put on the spot. You can never know too much about the tools you use. Also always be kind :)”

Will Burris, Photographer, Mizzou Athletics

“Look to other creatives for inspiration but never comparison.”

“Always find joy and creativity in your craft. Look to other creatives for inspiration but never comparison. Everyone is on their own path and if you feel like you are not on the same level as others or getting the same content that joy will get stolen.

So, enjoy the journey, embrace the process, and create with what is presented to you! Get the angles no one thinks to get and don’t be afraid to sacrifice the shots everyone is getting for the shot no one is getting. Remember why you do what you do and always find fun amidst the work, whether it be through those you work with or the athletes you are capturing.”

Will Whitty, Graphic Designer, UGA Athletics

“Take risks early in your career.”

“The biggest advice I can give is to take risks early in your career. Whether it’s within one piece of creative content or looking for a job. I moved from California to Georgia for my first job out of college without ever living outside of California before or knowing anybody in Georgia. It turned out to be one of the best decisions I’ve ever made. I’ve met and learned so much from talented creatives within my team and experienced a whole new area of the country I’ve never been to. 

You never know what type of outcome you’ll get from taking a risk like that, but there’s no better time than early in your career.”