Inside Fotop and the Business of Race Photography
André Chaco explains the tech processing 600 photos per second, credential competition, and plans for the Majors.
Fotop founder and CEO André Chaco shares how the platform transformed sports photography into a global digital ecosystem. From the early days of the Brazilian internet to major events like the Rio Marathon and the Dakar Rally, discover the technology and business model behind capturing every runner's finish line moment.
Anyone who runs road races or cycles endurance events is familiar with the post-race routine: open the platform, upload a selfie, and find dozens of high-definition photos. Behind this seemingly simple experience lies a massive engine of technology, logistics, and business strategy. André Chaco, founder and CEO of Fotop, shared on the Stemma Podcast how this operation manages tens of millions of images per month and has redefined the economics of sports photography in Brazil and abroad.
Road running provides a unique landscape for commercial photography. In no other activity do thousands of participants pass along a predictable, defined course in such a short window of time. This steady stream enabled the creation of an operation that, during peak Sunday morning hours, processes over 600 photos per second on its servers to supply runners right after they cross the finish line.
Global scale and fierce competition for photo slots
Today, Fotop's reach extends far beyond domestic races. The company operates regularly across 10 countries and runs as a marketplace in five of them, covering events such as the Rally Dakar—where it has served as the official photo agency for nearly a decade—along with the L'Étape series, Transpyr, Haute Route, and the Porto Marathon. The platform has also expanded its model into major music and entertainment festivals, including Rock in Rio, Lollapalooza, and the São Paulo and Rio de Janeiro Carnivals.
In Brazil, the sheer volume and earning potential have created dynamics almost unparalleled anywhere in the world. It is not uncommon for a photographer to earn the equivalent of an entire month's conventional salary over a single weekend. This high profitability sparked a rush for credentials: at major events, hundreds of open slots for professionals can sell out in less than a second on the platform's systems, requiring strict vetting and anti-bot mechanisms.
AI-driven curation and athlete-centric value
To improve the runner's browsing experience, Fotop developed automated filters that eliminate clutter. In recent editions of the Rio Marathon and the SP City Marathon, roughly one-third of the captured photos were removed from the final galleries because the participant appeared only in the background, out of focus, or cropped out. The algorithm prioritizes clean framing, making selection easier and reducing visual noise in full photo packages.
The physical deployment of photographers along the course was also revamped. For major marathons, the company introduced a hybrid model combining a fixed fee with commissions. This structure ensures professionals are strategically positioned in the opening kilometers of the route—spots previously avoided due to heavy runner pack density, yet vital for enriching the participant's chronological race story.
Commercial exclusivity and respecting race organizers
Another key topic discussed by André Chaco was the legal consolidation of the arena concept and commercial exclusivity at sporting events. Conducting commercial photography inside an organized race perimeter requires investments in security, municipal permits, and infrastructure paid for by the organizer. Legal progress in recognizing these rights helped curb unauthorized platforms, protecting the financial viability of official contracts and ensuring fair pay for accredited professionals.
Chaco recalled instances where the company chose to respect restrictions at events where it did not hold an official contract, such as during its early interactions with Ironman Brasil. This long-term approach fostered institutional credibility, which later paved the way for exclusive agreements with race organizers at home and abroad.
From dial-up origins to the World Marathon Majors
Fotop's underlying ecosystem dates back to the late 1990s, starting with the launch of the adventure portal Webventure in 1997 and, later, Webrun in 2002. Identifying a market void in selling race photos and registrations, the business branched into independent ventures, also giving rise to Ticket Sports (formerly Ticket Agora). During the 2020 pandemic, when sports event revenue plunged by 98%, the company temporarily pivoted to offering virtual tours for the real estate sector until the road racing market rebounded.
Now well established across Latin America's premier marathons and top global cycling and motorsport challenges, Fotop aims in the coming years to bring its technology standard to the World Marathon Majors, positioning the platform at the most prestigious finish lines on Earth.