Ian Black

April 2, 2022

thumbnail DAM vs MAM

Comparing DAM and MAM

Sports marketing teams need to organize and store large amounts of digital assets, but determining which system is right for their needs - Digital Asset Management (DAM) or Media Asset Management (MAM) - can be confusing for many. Let's take a look at some distinctions between these two systems, to help you make a more informed decision.

Both digital asset management (DAM) and media asset management (MAM) systems are designed to manage content, whether photo, video, audio or other. But it's important to understand the differences between DAM and MAM when selecting the most appropriate system for your sports organization. Here's a closer look at the key distinctions between the two.


DAM (Digital asset management) is a technology that is used to manage digital assets such as images, videos, audio files, and documents - this can be especially useful for large sports organizations as they manage different types of digital assets across the board. It is typically used to store, organize, and retrieve digital assets in a centralized location, giving everyone access for efficiency and speed. The main goal of DAM is to provide users with simple access to digital assets when they need them, and to ensure that they are properly stored and protected based on the organization’s Digital Rights Management processes. DAM systems can include features such as versioning, metadata management, and access control with copyright expiration and embargoes.


MAM (Media asset management), on the other hand, is a technology that is used to manage media assets such as video and audio files - i.e. media. It is typically used in the media and entertainment industries, so it is designed to manage the production and distribution of media content to different parties. MAM systems often include features such as video transcoding, video editing, and video and audio distribution channels.

Key differences & benefits

The key difference between DAM and MAM is that a DAM is designed to manage digital assets in a centralized repository, while MAM is built to manage your media assets throughout the entire process of production and distribution workflows. This means that the DAM is typically used for internal purposes within the organisation and team, while MAM is used for external purposes such as distribution to media outlets and collaboration with 3rd parties.

One of the main benefits of using DAM and MAM is that they can help organizations optimize their digital assets for metadata to make them searchable. Metadata is information that is associated with a digital asset, such as its title, description, and keywords that describe the content. By properly tagging digital assets with metadata, organizations can ensure that they are searchable and discoverable - to be able to be used in their content strategy later. There are MAMs and DAMs like ScorePlay that add another layer to this metadata. ScorePlay uses AI to tag athletes and partners automatically (to be able to automate distribution) as well as integrating with sporting calendars in order to add additional layers of metadata such as location, stadium, home or away, competition etc.

In conclusion, Digital Asset Management (DAM) and Media Asset Management (MAM) are two important technologies that are used to manage digital assets in sports organizations around the world. Both DAM and MAM have their own unique features and capabilities, and sports organizations can use them in different ways to meet their specific content needs - but they must choose wisely. By properly storing, organizing, and tagging their digital content, sports organizations can ensure that they ready to engage their fans with visual storytelling, in order to grow their online brand.

ScorePlay: a must-have DAM for media teams

The centralisation, classification and distribution of sports media assets needs to be consolidated on a single DAM platform for a seamless real-time experience free of manual bottlenecks. Long has the sports media landscape relied on a variety of tools that crowd creative teams and disrupt a logical efficient workflow (from PhotoShelter, Dropbox or Newsbridge for storage, and Greenfly for distribution). The new generation of sports fans demand social-media-ready content in real-time as they consume, and having an all-in-one solution allows sports organisations to be reactive, versatile and adept in their content strategy.

More than just a DAM

ScorePlay automates the centralisation, classification and distribution of assets with AI. A media hub built for the sports industry. Every user can easily browse the photos or videos they need and incorporate them seamlessly into whatever story they are crafting, from club-photographer content, to UGC all through ScorePlay Pulse. Storytelling simplified, collaborative photo and video sharing made easy.

Want to explore how the most innovative brands in sports manage their real-time content? Start your free trial today.

Photo credit: Orlando City & West Ham United
  • Try for free.

  • Personalized onboarding.

  • Dedicated customer service representative.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.