Gameface Media Joins Forces with MarathonFoto

November 5, 2019

Creates Largest Company in the U.S. Endurance Event Photography Market

Boston, MA – November 5, 2019 – Gameface Media Inc., the world’s largest publisher of free amateur athletic photos, today announced that it has merged its operations with MarathonFoto, the top provider of athlete photos at the world’s largest marathons. The combined company provides more than 15,000,000 digital images to athletes every year and more than 30,000,000 digital page views every month during its race season.

The combined company will offer a range of solutions for athletes including photos for sale at major marathons and free digital photos at many smaller events across the country. Gameface launched a new model for amateur sports photography five years ago by providing its photos for free to athletes through an innovative sponsorship model. MarathonFoto has been the gold standard for offering photos for sale to athletes for more than 35 years.

“We have been friendly competitors with MarathonFoto for many years and have always discussed how we could eventually work together,” said David Lavallee, CEO of Gameface. “We are thrilled to finally bring athletes the best of the Gameface model and the MarathonFoto model. For some races, sponsors will cover the cost of the photos so they are free for athletes. For larger races, like World Marathon Majors, MarathonFoto’s model will ensure more photos per runner and will not interject sponsorship marketing.”

Brad Kroll, currently VP of Operations at MarathonFoto, will oversee the event photography operations of the combined company which will retain the brand name MarathonFoto.  Brad is a proven and respected leader in the event photography business with more than 20 years of experience. He has managed photography for some of the most complex endurance events in the world, including delivering more than 1,000,000 runner images every year at the TCS New York City Marathon. Other longtime clients include the Chicago Marathon, the Marine Corps Marathon, the Boston Marathon and the London Marathon. Stefan Gent will continue in his role as Director of Operations at MarathonFoto.

“Our team at MarathonFoto is very excited about creating a company that is 100% focused on amateur athletes,” said Kroll. ”Partnered with Gameface, we will continue to bring new technology solutions to athletes like customized videos and instant uploading of photos following a race.”

David Lavallee will lead digital media engagement for the combined company. Gameface will continue to create innovative online engagements between amateur endurance athletes and leading brands. Past digital photo sponsorship clients include Nike, New Balance, John Hancock, Michelob Ultra, Reebok, Strava and the U.S. Army. Lavallee will also continue to edit and publish Six Minute Mile, the fastest-growing endurance sports email newsletter in the U.S. launched by Gameface in 2018.

About Gameface Media

Gameface Media is the world’s leading publisher of free amateur athletic photos. The company provides marketers with the opportunity to deliver highly compelling and personalized content to amateur athletes around the world. The company provides branded photos of athletes participating in obstacle races, triathlons, running races and other athletic events for free. The company’s marketing services routinely deliver significantly higher levels of engagement than standard ad formats. Major global companies like Nike, Reebok, Jeep, JP Morgan Chase and Anheuser Busch have leveraged Gameface’s photos to achieve a wide range of marketing objectives, including driving traffic to a specific website, generating email opt-ins for brand communications, and creating social media buzz. Gameface’s Six Minute Mile email newsletter provides weekly updates on top news, training and nutrition for endurance athletes.

About MarathonFoto

MarathonFoto covers more Abbott World Marathon Majors than any other photography company in the world. For more than 35 years, MarathonFoto has been synonymous with high quality photography services for its event clients and amateur athlete customers. MarathonFoto has been part of Iconic Group, Inc. for the past several years. Iconic Group will continue to provide graduation photography services to colleges and high schools, while it has transferred the assets of MarathonFoto into a new legal entity as part of the combination with Gameface Media.


David Lavallee
Gameface Media Inc.
Co-Founder & CEO
[email protected]