NZ Rugby and Kiwi photographers caught up in tech start-up collapse

A British tech start-up that promised to revolutionise the way sports photography generated revenue through a high-profile partnership with New Zealand Rugby has collapsed, leaving the national body and dozens of Kiwi photographers out of pocket.SmartFrame Technologies chief executive Rob Sewell announced in late August that the business had gone bust.He claimed in a LinkedIn message that his company had formed partnerships with "30 image agencies and 10 major sports franchises… with a network of accredited photographers shooting for us around the world".Sewell added: "Unfortunately, we didn't get to the network scale required to become self-sustaining in time and were unable to secure the further funding required to do so."In the case of NZ Rugby, it is understood the organisation has lost out on a promised revenue share but to what extent remains confidential. Its arrangement with SmartFrame was agreed just over three years ago.NZ Rugby is now contracting photographers directly to provide images for its own use, including those from the current Nations Championship tournament in the Northern Hemisphere.RNZ has asked NZ Rugby for comment.The unique business model had global sports organisations owning the photographs of their players and teams and commercialising them by selling embedded online advertisements - or messages from their own sponsors.It was sold here as providing "exclusive, official, and authenticated NZR images… for publishers [including media organisations] to embed as SmartFrame images for free".All Blacks No.8 Wallace Sititi, right, celebrates his try against Scotland at Murrayfield. NZ Rugby is now contracting its own photographers to provide images from the Nations Championship.Matt Impey/www.photosport.nzSmartFrame said its advantages included "engaging functionality" and that it would "remove image licensing costs". Images could be "turned into revenue-generating ad formats via contextually relevant advertising, streamed into the image frame" and that "ad revenues [would be] split between all parties involved".It claimed the technology would also drive improved fan engagement for NZ Rugby.Several New Zealand media organisations, including the New Zealand Herald, had until recently still been using SmartFrame images.SmartFrame contracted the photography logistics - the hiring and paying of photographers - to Action Press, a company based in Germany.One New Zealand photographer, speaking on the condition of anonymity last week because he was still hopeful of being paid money owed from July, said SmartFrame's failure "really has f***** over a lot of people".Another, also speaking off the record, told RNZ on Tuesday he had been paid half of what he was owed by Action Press and that the company had promised the rest "within a month".The photographer was grateful to Action Press because "they'd been left holding the baby through no fault of their own".RNZ has asked Action Press boss Ulli Michel for comment.SmartFrame's Sewell's tone was very different to the one struck in July 2023, when he wrote: "This first-of-its-kind partnership with New Zealand Rugby marks a significant shift, not just in the sports image industry, but across the entire image ecosystem.Yarnie Guthrie, left, with former All Black Sir John Kirwan.Yarnie Guthrie/LinkedIn"We're redefining the digital image standard and distribution model to empower the rights of image owners, and provide them with full control and transparency over the use of their images, along with an ad-funded commercial model (much like YouTube or Spotify) that can transform the industry and drive significant revenue growth once again into the hands of the creators."We're very proud to be able to partner with such an iconic sports brand which is globally recognised for its ethics, drive and forward-thinking innovations, to demonstrate to the world what the future looks like when it comes to image ownership, protection, controlled distribution and commercialisation."The deal was signed off by Yarnie Guthrie, the general manager commercial of New Zealand Rugby Commercial - the company that was set up in 2022 to house the game's revenue generating assets - who resigned a year ago.Guthrie said in a statement at the time: "Imagery has always been a key component in bringing our sport closer to the fans. We're very proud of this partnership with SmartFrame and to be the first sports team to pioneer this innovative image-streaming technology to drive both new and richer revenue opportunities, and a vastly improved fan experience from our official images."As the sports and media ecosystems evolve, we must adapt and question the status quo. In doing so, we've been able to win back the rights to our own imagery, while uncovering new data, audience insights and a new commercial model that has huge potential."In Sewell's goodbye message, he said: "I'd like to thank all of our investors, team members and commercial partners who supported us and believed in our vision, and I am truly sorry for those of you who SmartFrame were unable to pay at the end."