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.

How it works Watch the video ►


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
  • “I want the participants of the Generali Milano Marathon to live the best experience possible, that’s a requirement to consolidate us internationally.
     To achieve that we need to raise the bar when offering custom services to our athletes - based on numbers and on our athletes’ exceptional feedback Pica is certainly the best solution on the market for the distribution of multimedia content.”

    Andrea Trabuio
    • Andrea Trabuio
      Head of Mass Events of RCS Sports & Events
  • “I am in this business since 2005, normally I handle the photo service for about 50-70 sports events per year.

    As I saw Pica, I understood their platform would have facilitated and speeded my work, increasing my sales.

    I tested it, and what I thought was confirmed. With the resumption of events, I will move them all on Pica.”

    Wolfgang Nass
    • Wolfgang Nass
      SportOnline-foto Germany
  • “With Pica we experienced over 30% increase in photos & video sales compared to the previous year - the speed of delivery and the user experience made the difference. I find the dashboard's in-depth analysis an absolute masterpiece, a very powerful evaluation tool.

    Pica is not just a supplier, it's a partner always striving for innovative solutions in the common interest. Furthermore it’s an excellent service for runners and a big opportunity for sponsors too."

    Lorenzo Cortesi
    • Lorenzo Cortesi
      General Manager at Venicemarathon
  • “The iconic Tor des Geants is an incredible life experience, with Pica we can offer to our athletes a personal photo collection that let them keep on remembering and dreaming about it. Their memories are kept safe within the in-cloud storage and are easily accessible. We benefit from the communication between Pica and our athletes also in the months following the event.”

    Alessandra Nicoletti
    • Alessandra Nicoletti
      Founder and race manager of Tor des Géants®
  • “Pica allowed us to break into the endurance photography with a powerful and easy to use technology that represent an innovation compared with the standard way to deliver photos. That’s why we use Pica with our customer events as the Ultra Sierra Nevada, Sherry Marathon and more.”

    José Aniés
    • José Aniés
      José Aniés Fotografía Spain
  • “Pica has allowed us to become more competitive every week. Data confirm that accuracy and speed of delivery are key factors in order to achieve important results.”

    Francesca Soli
    • Francesca Soli
      PhotoToday Italy
  • “Our participants truly appreciate the innovative and secure way Pica uses to deliver real time photos of our events, like the Bilbao Night Marathon. At Street Marketing Event we’re glad we discovered Pica - its technology and operational support team allow us to improve our participant’s experience.”

    Iñigo Elarre
    • Iñigo Elarre
      General Manager of Street Marketing Event

Proud of our Partners

Dozens of professional photo agencies continue to choose Pica as their technology partner to improve their experience, increase their revenue, and enhance the participant’s post-event satisfaction. Check what they have to say.

Pica's numbers

Our community

  • 800 K

  • Active users

  • 30 mln

  • Photos delivered

  • 2,6 mln

  • Recognised athletes

  • 30

  • 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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