Case Study: Chicago Blackhawks achieve massive fan engagement through visual storytelling with PhotoShelter for Brands

How the Chicago Blackhawks Engage a Massive Fanbase

The Chicago Blackhawks, one of the NHL’s Original Six with a 92‑year history and six Stanley Cups, faced the challenge of engaging a massive, passionate fanbase across platforms while making hockey feel accessible and personal. Managing and surfacing compelling visual content from both live games and an extensive archive—about 3 million images a year—was central to that effort.

Led by Manager of Photography Chase Agnello‑Dean, the team implemented a visual storytelling strategy that combines real‑time game coverage with deep archival storytelling and behind‑the‑scenes access. The approach strengthened fan connection by making supporters feel “in on” the team, helping the Blackhawks build and maintain the largest and most engaged social following in the NHL.

Chicago Blackhawks

Chase Agnello-Dean

Manager of Team Photography