Pica, the marketplace for sports photography

Pica identifies, sorts and puts on sale the photos taken to athletes and it does it in your place thanks to a patented technology. Each athlete receives their photos in real time and in full compliance with the European General Data Protection Regulation.

Benefit How it works


Take amazing photos and videos, everything else is up to Pica

Up to 40% of increase in sales.

The real time purchase on our website or app, the automation marketing and the multilingual customer care service will help you increase your sales.

No activation fee.

No activation fee is required to work with Pica. A sales commission will be applied to the use of the platform and all its services.

Decrease costs and working time.

Pica makes your work easier by automatically identifying, sorting and putting on sale the photos taken to athletes.

We care about the privacy of each athlete.

Pica works in full compliance with the European General Data Protection Regulation, thus relieving photo agencies and event organisers of possible complaints.


Sales, photographic production and the conversion metrics can be controlled in real time thanks to our dashboard.

A personal video clip for each athlete.

Videos taken during the race can be uploaded and our software will sort and deliver them to each athlete.

How it works

Easy. Fast. Efficient.



An expert will help you set your PC and the Pica Drive (the hardware provided by Pica you will need to use our system) and will also help you manage the first event you will photograph with Pica.


Athletes will wear a Pica Code

Pica works with the leading services for printing bib numbers. A Pica Code will be printed on each bib thus allowing the automatic recognition and matching of photos to the athlete portrayed.


Take photos and videos of athletes along the race route

Scout the race route for the best locations to take pictures and videos in order to provide a good amount of them to athletes.


Upload your photos and videos

Upload the photos and videos via PC during the race. The Pica software will deal with the automatic recognition, sorting and delivery of photos to the athletes portrayed.


Start selling your photos

Immediately after the race photos and videos are available both on website and app. Athletes can look at them, buy and share them of the main social media.


Check your outcome in real time

Thanks to our dashboard, you can analyse every detail of the photographic production in order to get as much information as possible and to optimize your work.


More than 600 events all over the world


Range of use

We follow your passion in every sport.

Half Marathon
Road cycling
Ultra Trail
Cross-country skiing
Obstacle Race

A different range of use? Choose Pica.

Get in touch
  • “Thank you for your time today. We look forward to doing a test event with your platform. We think you are offering a unique product and feel it could be an excellent addition to our services.”

    Split Second Timing
    • Split Second Timing
      Eugene Kertzman – UK

Photo Agencies

We’re proud of our Partners

An ever-growing number of photo agencies chooses Pica as working partner. More than 50 photo agencies in Italy and worldwide share their success with the Pica team.

Pica's numbers

Our community

  • 460 K

  • Active users

  • 20 mln

  • Photos delivered

  • 1,2 mln

  • Recognised athletes

  • 13

  • Involved countries


One commission, endless opportunities.

  • no activation fee

  • no charges for the software update

Get in touch
check online platform for selling digital photos and videos
check Pica App for iOS and Android devices
check Integrated system with the leading printer services for bib number
check Technical briefing, coaching and support to the photo agency for the event
check Customised price lists and promo codes
check Promotional media kit to communicate the service
check Pica Drive with photo processing software
check An advanced system integrated with A.I. for the manual tagging of photos
check Dashboard to monitor sales and photo production
check Multilingual Customer Care Service for end users
check Automation marketing via email and push notification
check A trustworthy, easy and intuitive purchase experience
check Multicurrency safe payment
check Marketplace available in 5 languages
check European General Data Protection Regulation compliant


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