• Loading stock data...
Friday, July 11, 2025

Why Samford Athletics is Investing in Digital Technology

Photo by Kristin Twiford, Libris.
Samford - Sports - Digital Technology

Photo by Kristin Twiford, Libris

Facing a budget and headcount reduction within Samford University’s athletic department, Kevin Young turned to create efficiencies this year.

For example, Young, the school’s associate athletics director for marketing and strategic communications, worked with the photo management program Libris and social media content distribution tool Socialie to simplify its photography workflow.

The system essentially streamlines the camera-to-photo-gallery process that takes place on the field and finishes in the press box. From there, a staff member quickly edits and adds a logo and hashtag. As soon as they’re uploaded, Socialie pulls them and texts a link to a team’s athletes before the game’s last whistle.

READ MORE: NeuLion College’s New Tool Makes Social Marketing Easier

“They’re empowering student-athletes to share content instantly, and as a result, they’re creating a wave of energy and excitement for the school and its followers,” said Andrew Fingerman, CEO of PhotoShelter, the parent company of Libris.

The students then can use the photos on their social channels, helping with professional images and Samford branding messages.

“It’s been incredible,” Young said. “We can expand our reach in an old-school manner, almost like putting flags in someone’s yard. We had to find a way to get people to notice us. We’re in Alabama; UAB is No. 1 in their conference and they’re not getting noticed. It’s all about Auburn and Alabama. I can’t afford a billboard, but we can do creative things like this.”

Samford started using the program in August, prior to the football season, and Young said the school almost broke the revenue record in five home games. The first game of the season nearly drew half of the campus’ 3,100 students, and Young attributed that to the use of this program.

The program came out of a conversation between Young and Socialie about trying to more efficiently share photos and track the engagements. 

Socialie came from Kristin Adams’ time leading social for UFC and working with UFC president Dana White and a roster of 400+ athletes around the globe as a way to help build their personal brands, promote the sport, and promoting their fights.

READ MORE: Samford Athletics Innovating How Communications Teams are Structured

“I had some money left over and realized it would save us a ton of time and a step in the process,” Young said.

Other schools have similar software in use, Young said, in the way they send bulk photos, but couldn’t find the integrated backend analytics. This was best for Samford’s needs to increase efficiencies within its athletic department.

“It allows us to track followers. We send them content and we can see that it grew followers this much,” he said. 

Samford hasn’t broken the process down for individual athletes, but Young said it could be done by creating rules based on tags. 

“The athletes come in, pick up their phone after talking to coach and post a great photo on social,” he said. “The days of crappy cellphone photos or videos are over. Social media is crucial in controlling the media, and branding is much more than a logo or graphics.”

READ MORE: UC Davis Athletics to Reap Benefits of Co-Branded Beer

“When the players use the photos, they just end up crushing the engagement. They have people following them who interact with [the photos] — and then it’s grown our followers.”

The software is mostly used for football, basketball, and baseball, but Young said it’s also been useful for smaller revenue sports such as tennis and gymnastics.

“We can go to an event two to three times a year and provide those athletes with all the photos they need for the year,” he said.

[mc4wp_form id=”8260″]

Young said it’s more than just sending photos to athletes. They can also request content from players, a practice that’s been useful in instances like Instagram takeovers. 

Young said there are still more ways for it to be used in the future — and is very happy with the first semester of its use.

“The return on investment is through the roof,” Young said. “I’m a small FCS school, with a fractional budget compared to some big schools, and we’re able to do it comfortably. It’s worth every penny.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jul 9, 2025; Frisco, TX, USA; Head coaches Willie Fritz of Houston, Mike Gundy of Oklahoma State, Rich Rodriguez of West Virginia, Lance Leipold of Kansas, Sonny Dykes of TCU, Kyle Whittingham of Utah, Brent Brennan of Arizona and Deion Sanders of Colorado all sit on stage for a Coaches Roundtable during 2025 Big 12 Football Media Days at The Star.

Big 12 Commish: Conference Is ‘All In’ on International Expansion

The conference had once planned a large initiative in Mexico.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
Feb 7, 2025; Storrs, Connecticut, USA; UConn Huskies center Tarris Reed Jr. (5) reacts after his basket against the St. John's Red Storm in the first half at Harry A. Gampel Pavilion.

After Decade Apart, ESPN and Big East Rekindle Media Rights Relationship

After a decade-plus apart, the network will stream hundreds of conference events.
A helmt is seen during the Texas Tech football team's spring game, Saturday, April 19, 2025, at Jones AT&T Stadium.

CFB’s Revenue-Sharing Era Muddles Future of NIL, Adds PE Questions

Athletic departments can pay college athletes a combined $20.5 million this year.

Featured Today

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
Jul 10, 2025; Wimbledon, United Kingdom; Iga Swiatek of Poland at her on court interview after winning her match against Belinda Bencic of Switzerland on day 11 at All England Lawn Tennis and Croquet Club.

Wimbledon Set to Deliver Strong Finals Matchup for ESPN

Novak Djokovic is still in the hunt for his 25th Grand Slam.
Jul 6, 2025; Houston, Texas, USA; Mexico forward Marcel Ruiz (14) heads the ball in front of United States midfielder Brenden Aaronson (11) in the second half during the 2025 Gold Cup Final at NRG Stadium.
July 7, 2025

USMNT Struggles Still Produce Big Gold Cup Ratings for Fox

The U.S. team’s recent issues culminated in a loss to Mexico.
Paige Bueckers
exclusive
July 8, 2025

Women’s March Madness Expansion Wouldn’t Yield More ESPN Money

ESPN is not required to pay extra if women’s March Madness expands.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
July 2, 2025

Paramount Settles Trump Suit Ahead of NFL Season, Skydance Merger

The deal likely allows the much larger Skydance merger deal to proceed.
Leo Messi
June 27, 2025

TNT, Club World Cup Ride Messi to Surprisingly Solid Debut Ratings

TNT Sports carries about a third of matches in the U.S.
June 24, 2025

Fever vs. Aces Draws 5th-Largest TV Audience of 2025 WNBA Season

ESPN will carry seven more Indiana Fever games this year.
June 23, 2025

NBA Finals Game 7 Is Most-Watched Since 2019, but Series Drops 9%

Game 7 drew 16.35 million viewers, the most-watched NBA game since 2019.