How the OJHL Scored Big with PhotoShelter’s Content Play

A League of Rising Stars

The Ontario Junior Hockey League (OJHL) is a powerhouse for developing Canada’s future hockey talent. With 22 teams and a rich legacy, the OJHL captures countless moments on and off the ice. But managing this massive volume of visual content was becoming a challenge that threatened to overshadow their success.

The Challenge: Missed Shots and Lost Opportunities

Managing the OJHL’s extensive library of images and videos was a daily challenge for Tim Bates, Director of Photography, and his team. They struggled with disorganized photo-sharing methods, leading to inefficient workflows and inconsistent quality.

• Manual steps slowed down workflows. Stakeholders received images through texts and emails, leading to a disorganized collection of photos with varying quality levels. After photos were uploaded, editors or media groups would have to look through file names, download photos, and reupload elsewhere before anyone could use them.
• No standardized system for asset organization. The absence of a centralized system and reliance on multiple tools made content management time-consuming and unreliable, impacting the team’s efficiency and creating a messy collection of assets.
• Inability to measure content impact and ROI. Without a way to track content usage and gather insights, the OJHL struggled to demonstrate the value of its visual assets and make informed decisions about content strategy.

“We needed to fix the fragmented photography across the league. We had volunteers and parents shooting content that was emailed to the communications guy and posted on our website. I would open up the site and go, ‘The pictures are grainy, out of focus, they’re blue, they’re pink, they’re all different backgrounds.’ It was terrible. I approached the league and said, ‘We really need to turn around the photography, set up training, and standardize.’”

Tim Bates, Director of Photography

The Solution: OJHL’s Winning Assist from PhotoShelter

Before adopting PhotoShelter, the OJHL struggled with a fragmented approach to managing its digital assets. Now, they’ve achieved a seamless and efficient workflow, drastically improving their ability to manage and distribute content.

Here’s how PhotoShelter made a difference:

• Real-time workflow for fast content sharing. With PhotoShelter’s smart organization, keywording, and seamless FTP connection, the OJHL is now a content-sharing powerhouse. As Tim Bates puts it, “Before we even get home, the editor and communications director already have the content.” Real-time workflow means players, media, and fans get the latest action shots and highlights almost as fast as they happen in the rink.
• Keeping things organized and on-brand. With 22 teams and countless stakeholders, PhotoShelter’s permissions settings are a lifesaver. The OJHL can now share content confidently, knowing it’s going to the right people and staying on-brand. And with built-in image licensing, keeping track of usage rights is a breeze.
• One place for all content. All visual content – photos and videos – now live together in one easy-to-access library. Tim says, “What attracted us to PhotoShelter most is the ease of use and the way we can store, manage, and transmit that content. We get compliments all the time from media or agencies across Canada saying, ‘Why can’t everybody else do this?’”
• Proving the power of visuals. Tim Bates loves PhotoShelter’s analytics. Detailed reports on uploads, downloads, and user activity give him the hard data he needs to show the value of their investment. In his words, “It’s an investment in opportunity…to promote our athletes, our teams, and the entire OJHL brand.”

A behind-the-scenes look at OJHL’s PhotoShelter Analytics

A closer look at some of OJHL’s most downloaded files

“Switching to the PhotoShelter for Brands account was the best thing we ever did. Without [PhotoShelter], we couldn’t exist.”

Tim Bates, Director of Photography

A Clear Victory for the OJHL

PhotoShelter has empowered the OJHL to take control of its visual story, scoring big with their content. It’s a win for the league, the fans, and the future stars of hockey.

“We’ve become known for the infrastructure in which we operate, and that would be completely impossible if it wasn’t for PhotoShelter.”

Tim Bates, Director of Photography

Cover image by Ken Czworka / OJHL Images