Getty Images and Amondo partner
Content intelligence platform Amondo has partnered with Getty Images to give sports, media, and entertainment organisations a new way to display and activate licensed visual content. These experiences capture first-party fan behaviour and performance insight that other platforms don’t provide.
Getty Images is a preeminent global visual content creator and marketplace that offers a comprehensive range of content solutions to meet the needs of customers worldwide, regardless of their size.
Through its Getty Images, iStock, and Unsplash brands, websites, and APIs, Getty Images provides premium, licensed visual content that powers storytelling at a global scale. This content can now be discovered and activated inside Amondo’s platform.
Working with clients including Chelsea FC, Universal Music, Formula E, the International Cricket Council, and Live Nation, Amondo ingests brand, creator, and fan content and transforms it into portable branded formats across web, mobile, partner sites, in-venue screens, and OOH.
These formats capture first-party behaviours such as taps, swipes, depth, hesitation, dwell and QR journeys.
This behaviour connects to downstream commercial outcomes like traffic, sign-ups, purchases, ticket sales or conversions - creating an intelligence layer that reveals what content actually drives performance and why.
This means visual content is no longer just displayed; it becomes measurable, comparable, and optimisable based on how fans actually interact with it.
The integration allows organisations to connect their Getty Images account within the Amondo dashboard to add visual content from Getty Images to their Amondo Galleries.
"We’re delighted to announce our partnership and integration with Getty Images, enabling Getty’s visual content to be activated directly within Amondo. Many of our clients already use Getty Images, and this integration allows that content to be deployed in Amondo’s portable branded formats while capturing first-party behavioural insight into how audiences actually engage. The result is clearer intelligence on what resonates, how content performs, and what to scale next, moving clients from distribution to understanding what works and why.”
Charlie Bucker, Founder, Amondo
"Enabling our clients to work smarter and faster to showcase visual content that engages audiences across the globe is at the heart of our strategy. This is especially important during event-driven coverage, where Getty Images is relied upon as a core component of fan interaction. Our exciting partnership with Amondo streamlines the creation process through a native experience with content at customers' fingertips.”
Benjamin Beavan, Global Director Strategic Development, Getty Images
One of the first organisations to make use of the new integration is the British Olympic Association and Team GB around the recent 2022 Winter Olympics in Beijing.
Team GB was able to access and display licensed visual content from Getty Images within daily Imprints showcased via the teamgb.com, official Team GB app and social media.
"The Getty Images integration with Amondo has allowed us to feature the high-quality and impactful photos that Getty Images is renowned for within our Amondo Gallery feeds — and in a fraction of the time it would take to do manually. We’re proud to have worked with Amondo in bringing the passionate support of Team GB fans into one central location, making it easy for athletes and supporters alike to feel the momentum behind the team from back home.”
Nicol McClelland, Head Of Marketing, British Olympic Association
Get started with Amondo by booking a demo with the team.
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Live events: From fan-contributed content to behavioural intelligence
Using Foals' sold-out Alexandra Palace shows as a lens, we explore how fan-contributed content from live music events can be activated to capture first-party behavioural intelligence.
On 21 June 2019, Foals played the first of two sold-out shows at London's Alexandra Palace, appearing to a 10,000-strong crowd touring the release of their fifth album, "Everything Not Saved Will Be Lost — Part 1".
Foals continued their reign as one of the UK's most beloved bands, and one with a live reputation that precedes them — Ally Pally was, of course, no exception (DIY Magazine; Clash).
But don't take our word for it - take a look for yourself:
Activating fan-contributed content to capture real audience behaviour
We've all been there, witnessing moments in live music that we feel compelled to capture and share.
But these snapshots are valuable. They create a stream of fan-contributed content, which provides a signal of what resonates most strongly among music buffs.
When activated effectively, this content becomes a powerful source of first-party behavioural intelligence, revealing what audiences choose to engage with and explore further — or ignore entirely.
A measurable window into live experience
Live music is one of the most visceral and memorable forms of engagement.
For those not present (or reliving the moment after the show) fan-contributed content provides a window not just into the experience itself, but into how audiences behave when emotion and attention are at their peak.
A single video might capture a highlight from the crowd, but its real value lies in what happens next.
Examples include how long people watch, what they interact with, and whether they choose to take further action — e.g., booking tickets for the next show.
Unfiltered behaviour, not polished performance
Fan-contributed content offers an unfiltered, first-person perspective, not only because it is more "authentic," but because it reflects how audiences naturally respond in real environments.
With a view from the crowd, it feels as though you're there yourself. And more than professional content, it allows the viewer to relate to and connect with the creator: "This is what the experience was like — see it from my perspective".
That lack of polish is valuable because it produces behavioural signals that are closer to reality. Audiences accept and engage with these imperfections because they mirror real experience, creating interaction patterns that reveal genuine interest rather than passive consumption.
An opportunity to understand what actually resonates
With a camera in every phone and a phone in every pocket, audiences continuously generate content that reflects what captures attention in the moment.
But the opportunity for brands isn't to collect more content, it's to understand how audiences interact with it.
Now more than ever, we're viewing experiences quite literally through the lens of others. Increasingly, experiences are discovered, revisited and evaluated through audience-shared moments, creating a measurable behavioural layer.
So what does this mean for brands?
Experience and emotion matter, of course, but what brands really need is clarity. Clarity on which moments capture attention, which formats sustain engagement, and which interactions influence what audiences do next.
Fan-contributed content is valuable to brands, rights holders and publishers, but less so in isolation.
Its value emerges when content is activated in consistent, portable branded formats that allow behaviour to be measured and compared over time.
Connecting content, behaviour and outcomes
By embedding fan-contributed content into branded formats — such as can be achieved with Amondo's Galleries — brands can observe how audiences respond in context, capturing first-party interaction data.
This behavioural insight connects content exposure to meaningful actions, giving brands clarity on what works, why it works, and what to amplify next.
If you're curious to see how this works in practise, check out our case studies here.
How Watford FC engaged fans to create and share content for their FA Cup Hub with Amondo
Here's how Watford FC curated fan-generated content into an FA Cup Hub during their historic cup run, tripling session length and turning matchday excitement into measurable digital engagement.
Premier League football club Watford FC made it through to the final round of this year's FA Cup, battling it out against Manchester City in a historic match at Wembley Stadium on 18th May 2019.
To bring supporters closer to one of the club's biggest moments in recent years, Watford FC wanted to showcase the fan experience across its digital channels.
The challenge
For football fans, attending a live match is an unforgettable experience. The roar of the crowd, the excitement of the game, and the shared passion of supporters make every match day special.
Capturing this energy and emotion online is a challenge, but when done well, it allows fans everywhere to relive the thrill and feel connected to Watford FC, whether in the stadium or at home.
Watford FC could rely on its fans to capture their experiences, but it was searching for a way to bring all of this fan content together under one roof, ensuring every supporter's voice could be seen and celebrated.
The solution
The sights and sounds of Wembley were showcased through a combination of fan-curated content, alongside carefully integrated branded and sponsored material.
Through Amondo's managed service, the best content from each of these streams was curated into an "FA Cup Hub" Gallery, which was embedded on the Watford FC website, as well as shared through social media channels. Watford fans could relive the experience by scrolling through a feed of highlights and interacting with tiles for a closer look.
By encouraging fans to participate through social media channels, the Gallery brought supporters together around Watford's FA Cup run, encouraging content creation while seamlessly incorporating brand partners into the live experience.
The results
Despite losing heavily to Man City, fans displayed an unwavering, fierce pride in their team, refusing to let the defeat crush their spirits or those of the players.
The Gallery was a tribute to this loyalty, capturing the support of Watford's fans in one of the biggest matches in the club's history.
The FA Cup Hub Gallery boosted session length and interaction rate on the Watford FC website. They saw a three times increase in page session length, a 9% brand content interaction rate, and an average of 3.6 content clicks per view.
It's a great example of how to marry digital content with live events. Football is an emotional sport that attracts diehard fans like nothing else, and it's essential to maintain fan loyalty throughout the ups and downs of a team's journey.
Driving fan engagement online strengthens the connection between the club and supporters, while also creating meaningful opportunities for brand partners.
What can we learn from the FA Cup Hub campaign?
A few takeaways to apply to your own experiential marketing campaigns: