The AFLE Selects PhotoShelter as its Official DAM Partner

American football is reaching a new frontier in Europe, and the American Football League of Europe (AFLE) is setting the standard with PhotoShelter.

Headquartered in Hamburg, Germany, the AFLE is a professional league dedicated to building a sustainable, team-driven competition across Europe. As the league prepares for its inaugural season, it has selected PhotoShelter as its official digital asset management (DAM) partner to help store, tag, and organize their visual content in one reliable system.

The challenge: Speed and scale across borders

Launching a professional league involves significant logistical hurdles, especially when those hurdles span multiple countries. With photographers shooting games all over the continent every weekend, the AFLE needed a way to collect, organize, and distribute thousands of photos in real time.

With over 500 individual players taking the field every weekend, it was also a challenge to track and tag every player in their content.

Svenja Sabatini, Head of Media, told us, “It’s key to work together in this large, international group and develop efficient workflows for asset distribution and access… we aim to create the quickest workflow and turnaround in the sport on our side of the pond.”

Starting with the industry gold standard

By partnering with PhotoShelter, the same platform used by the NFL and other major global leagues and teams, the AFLE is building a modern, scalable system that ensures their content is organized and accessible from the very first kickoff.

“PhotoShelter represents the gold standard in professional sports content management. This collaboration is a significant step forward for our league and our teams. It empowers our creators with fast, seamless access to high-quality content while ensuring that all teams have their media assets centrally organized, structured, and instantly available. It streamlines workflows, enhances collaboration, and elevates the way we tell our stories across every platform.”

Svenja Sabatini, Head of Media, American Football League of Europe

By leveraging PhotoShelter’s AI tagging, Svenja and her team can also showcase more players and photographers, ensuring no story goes untold when manual tagging doesn’t cut it.

“With the PlayerID AI tagging, we’re looking forward to having every picture of every player at our fingertips for easy and quick distribution and use all across our media ecosystem,” said Svenja. “This also leverages us to use more photos of players and also showcase more photographers from around the league.”

“We’re excited to partner with the AFLE as the world continues to embrace the excitement of American football,” said PhotoShelter CEO Andrew Fingerman. “Building an active media library while growing a league from the ground up is no small feat. We look forward to supporting them as they document and distribute every moment to fans, broadcasters, and media partners.”

Founded in 2005, PhotoShelter is a leading digital asset management (DAM) platform for marketers and creatives. Our AI-driven solution simplifies content collection, organization, and distribution. Trusted by global brands like the NFL, MLB, Purdue University, and Wendy’s, we securely manage over 6.7+ billion assets and support nearly 100 million annual downloads.