GW Athletics Unifies 20 Sports in One Content Hub

Based in Washington, D.C., George Washington University Athletics competes across 20 varsity sports. Their mission is “committed to integrity, ethics, diversity, equality, academic achievement, and parity between male and female student-athletes”.

“GW’s brand has a history of success in many sports. Currently, we are working on expanding our brand on the national level while focusing on competitive excellence on and off the field/court of competition,” says Markus Jennings, Deputy Athletics Director & Chief Revenue Officer.

As a growing athletics department, keeping up with a steady stream of content quickly became a chore.

The challenge: Too many tools created scattered files

Before switching to PhotoShelter, GW Athletics juggled a mix of different platforms, including Zenfolio, Canto, Box, Lightroom, and INFLCR.

Their team needed one central place to store everything so photographers, designers, athletics marketing and athletics communications staff could all work from the same library. They also wanted a simple way to search for specific moments and get those photos directly to student-athletes without extra back-and-forth.

Moving everything into one system

When looking for a better solution, PhotoShelter was an easy choice thanks to a recommendation from within the department.

 “A member of our multimedia team has experience using PhotoShelter from another institution and highly recommended it.” – Markus Jennings, Deputy Athletics Director & Chief Revenue Officer

By moving to PhotoShelter, GW Athletics is bringing all its content under one roof. The new system makes files easy to search and share, helping the creative team move images from the sidelines to social media, their website, and athletes’ phones in minutes instead of hours.

“Scaling with college athletics programs is our bread and butter,” says Christina Kyriazi, PhotoShelter CMO. “We’re eager to support GW Athletics as they continue to grow their brand.”

Founded in 2005, PhotoShelter is a leading AI-powered digital asset management (DAM) platform for marketers and creatives, simplifying how teams collect, organize, and distribute content. PhotoShelter has been building AI into content workflows since 2023, when it launched AI Visual Search and established a formal AI Ethics Board to govern how those features are built. Those features now process more than 267 million images and videos a year. Trusted by global brands like the NFL, MLB, Purdue University, and Wendy’s, PhotoShelter securely manages 7.6 billion assets and supports more than 122 million annual downloads.