The Business of Sport – Peter Shackleton – Commercial Director at Capture

The Business of Sports podcast allows for in-depth interviews where guests share their expertise and career journey to date. The episodes are full of great content, topics, and case studies. The Business of Sport gives an opportunity for the next generation of sport business professionals to learn about the variety of careers and opportunities with personal journeys. For those already in the industry, it gives a fresh take on some key subject matters and personal stories of challenge and success.

This episode features Peter Shackleton, Commercial Director at Capture

Capture is a Digital Asset Management platform, dealing with visual media, predominantly photography and video assets. Everybody knows that you can store so much of your life on your phones these days, but they do that on an industrial scale. It’s a slightly different world. The audience is more complex, they are dealing with rights, especially in sport and they deal with things like permissions, because you may not want everyone to have access to the same material. It’s about organising and managing your content, so it is useable.

Peter on industry expansion: “Capture has been around for 25 years and we pre-date the industry term of Digital Asset Management (DAM). But over the years, you have really seen the sports industry start to realise the value of “non-live” content, the stuff that sits outside of their production eco-systems and that has become a real focus for us. Whilst sport is very mature in some areas, in terms of archive content, it is right at the start of the maturity model. There is lots of incredible content, that rights holders and clubs have, that is just scattered around. It is often our first question to clients…where is your content? Do you know where it is…and if you did know, what would you want to do with it? That’s the bit you can drive value from, if you can find it”

 Peter on Customer need:  “We know the live event is the primary focus. But once that match has happened, where does that content go? The answer tends to be that nobody is sure. It is sitting with a production company or it’s on Dropbox, Flickr, or the Social Media Manager’s laptop. But it’s not managed and if you don’t know what you have or where it is, you can’t generate value from it. The requirement for archive content is generally driven by context. Something has happened for somebody to be interested in that content, like the Welcome to Wrexham documentary for example.”

Peter on protecting history: “It is sad to say that we have come across instances where a whole period of history has been lost because it was sitting on somebody’s laptop. That heritage and history is a key connector for their fanbase or any follower of the sport.”