AI-powered facial recognition transforms marathon photography with real-time access and 3× revenue growth.
Marathon photography
Marathon event photography evolved organically over the years, but scalability and availability became major concerns as participation numbers increased. Searching for a specific person was an issue in the past years. With the growing expectations of digital-savvy runners, gaps in speed, accessibility, and overall user experience became increasingly evident. What once worked for smaller races began to break down for large-scale marathon events.
Core issues identified:
- Irrelevant participant photo discovery experience
- Photo management by photographers
- Limited post-event engagement window
- Missed revenue opportunity
A technology-first solution was implemented by Thoughtgreen Technologies to modernise the marathon photo ecosystem. By combining intelligent Facial recognition and Bib Tagging (OCR Technology) with cloud processing, the photo lifecycle shifted from a slow, manual workflow to a fast, automated system. This allowed organisers to deliver a smoother experience without adding operational complexity.
The post-event journey was redesigned to reconnect runners with their achievement at the right moment. Personalised access and timely communication transformed photo viewing from a passive activity into an active engagement touchpoint.
Outcomes achieved:
- Automated identification of participants across multiple race points
- Real-time availability of event photos
- Structured post-event engagement flow
Beyond improving operations, the solution created actual commercial and brand impact. Faster delivery and easier access strengthened participant trust and positioned event organisers as technologically advanced and runner-centric.
This shift directly influenced purchasing behaviour, turning the photo section into a reliable revenue channel rather than an afterthought.
Value delivered:
- Optimised operational costs through cloud adoption
- Higher conversion rate from photo views to purchases
- Nearly 3× growth in photo revenue
- Improved brand perception and event professionalism
- Stronger participant retention for future events
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