West Ham United partners with ScorePlay

Rafael Molina Harno

November 6, 2022


West Ham Overview

West Ham United is a Premier League team founded in East London in 1900, after being created by the Thames Ironworks FC. After years at Upton Park, they now ply their trade at the Olympic Stadium and have just finished a very successful season, having secured European football off the back of finishing 7th.

Challenges faced

With 3 games a week, as well as training, press events and conferences, and partnership activations, West Ham has a huge weekly influx of assets that require centralisation and classification. Spearheaded by their Marketing Lead, Grant Russell (former winner of the most innovative digital strategy at the Football Awards with Motherwell FC), West Ham upgraded their digital strategy with an infrastructure that would allow them to grow their presence and innovate to create meaningful engagement with their fanbase.

They required a media asset management platform that would offer them easy access and searchability of their content, optimise their distribution to athletes, as well as provide value to their partners and monetise their content through a marketplace. ScorePlay provided them with an all-in-one solution.


  • 3k photos a week
  • 20 hours of videos
  • Hundreds of content assets

The ScorePlay solution

West Ham chose ScorePlay as their official media asset manager in the summer 2022, so we deployed our AI-powered classification to begin tagging and sorting their assets and archives. The solution provided them with, amongst others:

  • Automatic tagging of players and partners with the use of face and word detection
  • Sporting calendar integration for automated sorting and organisation
  • Live ingestion of assets with the use ScorePlay’s FTP connector directly from photographer’s camera
  • Automatic distribution to athletes and partners directly through the ScorePlay app

"We’ve really enjoyed working with ScorePlay this season. The service has been great for getting content to our players, because they can instantly download images for their social platforms at the final whistle." Scarlett Freeman-Bassett, PR & Media Comms Relations Officer, West Ham United

ScorePlay media hub

Every month, West Ham produces about 10k media assets, with their players looking to post and download in the immediate aftermath of games and training. The club knew the value they could get from making it easy for their athletes to share club-related assets online, leveraging their huge followings to amplify the club’s brand. Their athletes are more than just their players: they’re their biggest ambassadors and marketing asset. After being onboarded, the players use the ScorePlay App to get their pictures immediately after games and can post directly in just one click. Their sponsors are notified of any tagged collection of assets and can access them directly through their dedicated platform.

With the use of ScorePlay’s extensive permissions system, West Ham gives 20 users across their organisation the correct access, whether marketing, media rights or sponsorships and sales.

West Ham United x ScorePlay: the numbers

  • 3K assets per week
  • 500 downloads per week by the squad
  • 90% of the squad uses the App weekly
  • 60+ different users across the club
  • 25+ partners were added to give them dedicated access to assets

About ScorePlay

ScorePlay is an all-in-one media hub for sports. Powered by indexing-AI and a tag-based classification approach, ScorePlay provides a centralised accessibility to content by detecting faces, words and logos. Whether it’s managing your live workflows, distribution to athletes and partners, editing and sharing content, organising your events, archiving your historical content, content requests or monetisation - ScorePlay offers a simple solution for your sports organisation.

Start your 14-day free trial today.

Photo credit: West Ham United
  • Try for free.

  • Personalized onboarding.

  • Dedicated customer service representative.

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