26+ Sports Marketers & Creatives Share Advice for 2026

We gathered advice and lessons from sports marketers and creatives working with pro teams, college athletic programs, and iconic brands to tell stories fans love.

Below, you’ll find practical tips and fresh perspectives you can put to work in your own content and career.

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

Inspiring advice from the online sports community

Allison Farrand, Lead Photographer for the Detroit Tigers & Red Wings

No one’s ever done learning in this industry.

“Be a team player. As a team photographer your work will be used by so many different departments and stakeholders. Seek out collaboration and an understanding of what you can do to support their initiatives. Establishing workflows that make your work easy to find will make everyone’s life easier, but especially yours! If you’re just getting started don’t be afraid to ask other photographers for advice and come with a list of questions. No one’s ever done learning in this industry.”

Alyssa Piazza, Freelance Sports Photographer 

Have fun creating.

“There are MANY pieces of advice I can offer those who are trying to get into the industry are: 1. Networking, you never know who you’ll meet along the way and who can help guide you in your career. Creating solid and healthy relationships with those in the industry are also very important to have. 2. Be kind. Always be kind, being rude doesn’t get you very far. Simple as that. 3. Say yes to any and every opportunity, hard work and perseverance will pay off. 4. The most important one of all, have fun creating. Challenge yourself to be a creative who isn’t afraid to think outside the box.”

Andrew Stein, Manager of Photography for Tepper Sports and Entertainment (Carolina Panthers / Charlotte FC)

Luck is when preparation meets opportunity.

“I once heard a phrase that I think so innately applies to photography: ‘Luck is when preparation meets opportunity.’  I heard it at a time in my career when I felt like one of my peers was so much luckier than I was, getting all the best shots, being in the perfect spots: it was like she could see the future. But hearing that completely unlocked photography for me.

At the end of the day, we as photographers can only react to what happens: we can’t make the player make a leaping catch or heroic throw; it’s all chance and out of our control, it’s luck. I realized it wasn’t that my peer was luckier than me, she was just more prepared and made sure she had a volume of event coverage that ensured as many bites of the apple as possible. She’d show up early, leave late, have rain gear when it was sunny, extra batteries, the list was endless. Little wins that compounded into an unstoppable storm. When you overprepare and photograph anything you can, you’ll end up surprised where it takes you.”

Annie Boos, Director of Video Production for TrackTown USA

Invest in friendships within the industry.

“My advice to aspiring sports creatives is to invest in friendships within the industry. The sports world moves fast, and having people you trust by your side makes the chaos not only manageable, but meaningful. Creativity thrives in community, and the connections you make along the way can become some of the most rewarding parts of your career.”

Ben Ludeman, Manager of Photography at Hockey Western New York (Buffalo Sabres and Buffalo Bandits)

Study work outside of just sports photography.

“Any given week could involve covering any combination of practice, games, portraits, concerts, events, product photography, etc. Additionally, there are plenty of elements of other genres that can improve all our sports work.”

Brandon Todd, Lead Photographer at the New York Liberty

Find a sport you genuinely care about and let that passion guide you.

“When you really believe in what you’re creating or covering, it shows in your work and people can feel it. That passion can also open doors and lead to opportunities you didn’t see coming.

I spent close to a decade of my career as a Team Photographer in the NFL, and that time was huge for my growth. It shaped how hard I work, the standards I hold myself to, and how I approach storytelling. Later on, that same passion led me to opportunities in the WNBA, which brought a new sense of purpose and creative energy and showed me that your passion can grow and change over time.

The biggest lesson I’ve learned is to never stop learning. This industry is always changing, so you have to keep growing, stay curious, and be willing to reinvent yourself. If you stay open to where your passion can take you, you’ll keep finding meaningful opportunities.”

Brendan Ross, Associate Director of Social Media and Creative Content (Football) at Vanderbilt University

Be curious and adaptable.

“Learn the tools, understand your audience, and don’t be afraid to experiment. Build your portfolio, but also take it all in, enjoy the moments, and smell the roses. Sometimes the best content or campaigns come from appreciating what’s right in front of you.”

Brie Andrews, Staff Photographer forSouth Carolina Gamecocks

Always create from a place of genuine intention.

“The best work in this industry comes from those who truly care about the stories they’re telling. Technical skill might get you noticed, but humility, integrity, and reliability are what will keep you in the room and open the door to future opportunities. Lead with respect, stay curious, and remember that how you work matters just as much as what you create!”

Chris Popp, Social Media Content Producer for Detroit Red Wings

Be a team player.

“Be someone that people want to work with. Try to bring good energy to the group. Advocate for yourself and get your money shots, for sure, but try to be mindful and respectful to other creatives that are trying to capture the event alongside you. Have fun with your team and cheer them on when they get their money shots.

Understand the end goal and how the content is being distributed, adapt to the pace and workflows of those working with and distributing the content, be receptive to critiques or suggestions. It goes a long way to be a team player, and it’s more fun being part of a group that can share their wins and successes together.”

Emily Armstrong, University Photographer at Tennessee Technological University and  Freelance Photographer

Show up consistently.

“Start where you are and say yes to opportunities, even the small ones. Shoot whatever you have access to — you don’t need college or professional sports to build a great portfolio! Stay curious, learn from others, be genuine and kind, and show up consistently. Your work matters, but your reliability, attitude, and relationships can open just as many doors as your portfolio.”

Evan Triplett, Manager of Photography for the Houston Astros

 Appreciate being tired from the work you enjoy doing.

“To my peers, try to take a moment to appreciate being tired from the work you enjoy doing.

To the people trying to break into shooting sports – aim to make high level photos at the lower levels of sport. Just because you capture a photo of a big name does not mean the photo itself is good. Find your inspiration from more than just sports and then emulate it to find your style.”

Florence Pernet, Photographer and Co-Founder of the Lucky Losers agency

 It’s important to do what you love, because it will show in your work.

“My advice is to do what inspires you most, stick to your vision and style, and don’t worry about what others think. It’s important to do what you love, because it will show in your work.”

Grace Bradley, Staff Photographer for FC Cincinnati

Be a good person.

“It may sound a bit silly, but one piece of advice I would give is to be a good person. The world of sports is fairly small so word gets around to others about if you’re a nice person to work with or not. It’s a lot easier to find work if people have heard good things about you! Aside from finding work, coming into any day with positivity and a love for what you do makes life much more enjoyable. Helping others when you can and working hard is always a lovely way to improve yourself and your work.

Jack Lewy, Creative for Portland State Athletics

Pace yourself.

“My one piece of advice for peers or those who aspire to get into sports photography, marketing, or design is to pace yourself and avoid overwork. Maintaining a healthy work-life balance will help you fulfill your creative potential.”

Jeremy Chen, Photographer for Arizona Cardinals

Be kind and be bold.

“My advice is to be kind! You’ll hear everyone say it, but that doesn’t make it less true. Be kind to everyone you cross paths with and try to build authentic relationships. A lot of people can take great photos but being easy to work with and being a plus to your team’s culture are invaluable intangibles that can help you stand out and continue to get consistent work. This industry is a smaller community than you’d think and being a good, genuine person to everyone you meet will take you far.

I would also encourage you to try to make a portfolio-worthy photo on every shoot you’re on, no matter the size. Shoot as much as you can (no matter the level of the sport) and challenge yourself to step outside your comfort zone. They’re not all going to be winners and you might miss a play here and there, but if you’re constantly exercising your creativity, you’ll never feel stagnant and your work will continue to improve. Be kind and be bold.”

Josh Tu, Freelance Photographer, Director, and DP

Be relentlessly inspired. 

“Don’t just look at other sports creatives on Instagram for inspiration, some of the best work in the industry is from completely outside the sports niche. Look at doc filmmakers, look at fashion photographers, look at outdoor creators. What do they do differently? How do they approach composition, lighting, or storytelling in unique ways? What can you emulate in order to get better? There is so much beauty and art out there in the world. Every day there are a million things that can inspire you- from movies and paintings to the shadows on the street. Keep your eyes open to the world around you, and you’ll never be without inspiration. Seek it out relentlessly.”

Kathryn Riley, Freelance Photographer 

Don’t limit yourself based on your age.

“Don’t try to limit yourself or put harsh restrictions on what you should or should not be doing based on your age. Getting an internship almost a year after I graduated college opened so many doors for me, and if I had told myself not to apply for internships because I had been out of school, I never would be where I am today. This can also be said for the type of work that you do. I still edit, do event work, and other miscellaneous assignments. I feel that all of these things help me to be the best photographer that I can be. You also never know what doors can be opened from taking an assignment that isn’t high on your to do list!”

Kevin Sousa, Freelance Photographer for the Toronto Maple Leafs, CFL, and more

Reliability matters!

“Early in my career, I focused so much on getting the best image that I didn’t realize how much people value consistency, trust, and attitude. Showing up early, knowing the sport, being respectful to everyone on the field, and delivering on time has opened more doors for me than any single photo ever has. Great images get noticed—but being someone people want to work with is what keeps you in the photo room.”

Laura Wolff, Freelance Photographer, Team Photographer for the Charlotte Knights, and Game Day Photographer for Charlotte FC and the Carolina Panthers

Outside of your product, success comes from balancing professionalism with personality.

“Be the kind of person clients want to work with. No matter the field – sports, portraits, or events – clients will look elsewhere if they don’t enjoy the experience, trust you, or feel comfortable. Be genuine, flexible, and hardworking, and deliver a product they’re proud of. Outside of your product, success comes from balancing professionalism with personality, and from finding the clients who value you in every aspect!”

Leigh Bacho, Freelance Photographer for NFL, NBA, MLB, Associated Press, Getty Images and more

It’s the interpersonal skills that will set you apart.

“The sports world is all about relationships. Take the time to get to know other creatives whenever the opportunity arises. I would not be where I am today without the recommendations from my peers. 

Often, creatives expect their work to speak for itself, but it’s the interpersonal skills that will set you apart. Being someone people want to work with is just as important as the work you produce. Don’t discount the importance of being able to work in a team environment.

Always bring a good attitude and be excited to learn. If you’re lucky, you might even make some friends along the way!”

Mac Brod, Student Photographer at LSU Athletics

Showing up prepared and engaged, even when the spotlight is off, builds your reputation.

“There will be times in your career when you work an event that feels insignificant compared to a game winning shot or a defining play. These moments are easy to overlook, but they can be more significant than you’d expect. Use them as time to experiment and push yourself creatively without the pressure of a headline moment. When the stakes feel lower, you have more freedom to try new ideas and refine your skills. Treat every assignment as a chance to learn and enjoy the process, because those quiet events often shape your growth just as much as the big ones. 

These events also shape how others see your work ethic. Showing up prepared and engaged, even when the spotlight is off, builds your reputation. Coaches, co-workers, and clients notice consistency. If you take pride in small assignments, people trust you with bigger ones. That trust leads to more responsibility and better opportunities.”

MaryKate Drews, Manager of Content Integration and Photography for Chicago Sky

Continue to push boundaries and build relationships.

“Navigating the sports industry has taught me that success comes from being true to yourself, seeking strong mentors, and showing up as a committed teammate. As a photographer, it’s essential to build genuine, intentional relationships across every department, athlete, and coach. Your ability to connect and create with others can become a real superpower! When you stand confidently in your work and elevate those around you, the sky is the limit.”

Nicolas Stempien-lauff, Freelance Photographer and Tattoo Artist

Try to find your own style.

“I’ve noticed that for many beginners, equipment seems to play a significant role in photography, whereas I believe that before focusing on equipment, you first need to develop your eye and your creativity. That’s the most important thing.

Now there are so many photographers because equipment is much more accessible, so if you want to stand out, you have to be creative and have your photos recognizable at first glance. Don’t focus too much on others and try to find your own style.”

Reginald Thomas II, San Antonio Spurs Team Photographer

 Tell stories that reflect your unique interests.

“My advice would be to start where you are and tell stories that reflect your unique interests and who you are as a person.”

Ross Harried, Photographer & Founder of Second Crop Creative

You have to be willing to bet on yourself.

“My biggest lesson in resilience is that ‘No’ usually just means ‘Not Now.’ I counted exactly 56 ‘no’s’ or ‘we’re covered’ emails before I landed the postseason gig that changed my trajectory. The 57th email worked because I tracked the team’s schedule and reached out exactly when they were planning their coverage. Persistence and timing are everything.”

Ryan Kang, Manager of Photography at the NFL

Being a good photographer is only half the battle.

“Assist and learn from those who have been in your shoes before. Ask for mentorship and be hungry for critical portfolio reviews. The world of social media is fun and you get to see great work, but you won’t receive good and meaningful critiques from Instagram. Reach out to editors and other seasoned photographers for advice and to take a real look through your portfolio to see what you can do better. I grew the most when I had editors rip my portfolio to shreds but it ultimately showed me what I could be doing better, and I did get better.”

Steven Burroughs, Freelance Photographer and Team Photographer for the Atlanta Gladiators

Be a servant of learning. 

“You’ll open so many doors if you approach opportunity with humility and the willingness to learn. When you are learning something new, it’s easy to feel intimidated when you see other photographers’ work – but every strong portfolio started with someone trying it for the first time. Trying something new is where the biggest growth happens, commit to the learning process, stay patient with yourself, and see where curiosity takes you.”

Taylor McLaughlin, Atlanta Falcons Team Photographer

 Prove them wrong! 

“I want to make this more catered to women aspiring to get into the sports industry.

It’s no secret that working in sports is a very male-dominated environment, especially working within men’s sports. As a young, female photographer, this can be intimidating and not always welcoming.

Sometimes on the sidelines of games or in various scenarios, I am looked at by other photographers as a young girl with blonde hair and long, painted nails that doesn’t know a thing about photography. Regardless of the comments and things that have been said to me before, I have always been able to feel that sense of judgement throughout my career and I know I am not alone in that. 

Although it shouldn’t be this way, there’s always going to be people that judge you or think of you differently. But that doesn’t matter, believe in yourself. In my personal experiences of this nature, I like to use it as motivation. When you experience this, always remind yourself: You are great at what you do, you belong here, you matter. Prove them wrong!”

Taylor Sims, Freelance Sport & Portrait Photographer 

Treat every opportunity as a lesson.

“Never be afraid to shoot your shot. Reach out to those brands, teams, athletes, and organizations you want to work with. Ask what they need and be clear about what you’re looking for and look for ways that you can help. Offer your services with confidence and professionalism. The worst thing that can happen is they say no or just don’t respond. But the best thing that can happen is you create an opportunity that didn’t exist before.

A lot of us have the same humble beginnings and no one starts out a pro. We all usually start in school gyms, small local businesses, local weekend tournaments etc. Those opportunities are important because that’s where you learn how to tell stories, work with people, meet new people and solve problems under pressure. Treat every opportunity as a lesson, something you can take from and grow into who you want to be. Talent gets you in the door but good energy and professionalism will keep you there. Always be professional in how you communicate, how you deliver, and how you conduct yourself. Be someone people always want to work with again.”

Verity Griffin, Freelance Photographer for Getty Images (NHL/PWHL) & Canberra Brave

Use exactly where you’re at to become who you want to be.

“If you want to work in pro leagues, your goal shouldn’t be getting your existing self there. It should be turning yourself into the kind of creative that belongs there. 

Amateur leagues are an invaluable training ground. Use the access to experiment and learn – ask to shoot practices to test new techniques. Challenge yourself to make your subjects look like heroes regardless of the setting. Have a clear vision, then build trust with the team so you can execute it. And have fun. Play your way into your personal style. Fully embrace where you’re at: it’s exactly where you need to be to get where you want to go.”

Zoe Davis, Freelance Photographer

Don’t wait for someone to hire you to make the work you’re dreaming of making!

“There are amazing stories at the youth, high school and grassroots sports levels. If you have an idea, go out and execute it and you will find the people that will want to partner with you and hire you for your unique vision.”