Terrell Lloyd: The visionary behind the Levi’s Stadium’s digital transformation

For more than two decades, Terrell Lloyd, Senior Manager of Photography Services and Lead Team Photographer for the San Francisco 49ers, has been redefining how professional sports organizations use visual storytelling. From the early days of digital photography to the current era of AI-driven image workflows, Lloyd has built one of the most technologically advanced sports photography operations in the NFL. At Visual 1st, Lloyd discussed how the process worked.

Lloyd’s journey to becoming a full-time 49ers photographer began with a vision that merged technology and artistry. He worked as a contract photographer for years, while working full time in information technology. This background gave him the insight to see how the team could transform its media operations as the franchise transitioned from the old Candlestick Park to Levi’s Stadium. When he proposed integrating wireless image transmission and real-time workflows, ownership recognized the opportunity.

“I told them, I can transmit photos in real-time from the field,” Lloyd recalled. “They said, ‘No brainer.’”

Levi’s Stadium is one of the first in the NFL to support live wireless image transfers from the field to the web. Using Canon’s wireless transmitters, an FTP server, and Photoshelter, Lloyd built a system that let the 49ers’ design, web, and social teams access and share photos within seconds.

Real-Time Storytelling and AI Innovation

Today, Lloyd’s game-day operation runs like a high-speed newsroom. With a team of eight to nine photographers and assistants, the 49ers produce up to 30,000 images per game, all tagged, sorted, and distributed in real-time. Players receive their images through Photoshelter’s “Socialie” app, allowing them to post instantly after games.

To handle the massive volume, Lloyd has embraced AI-powered tools like Caption Pro, which uses facial and jersey recognition for instant tagging. “It’s nearly 100% accurate when the helmets are off,” he said. The automation saves hours of manual labor and ensures fans see highlights faster than ever.

Beyond social media, Lloyd sees his role as the keeper of the team’s visual archive. Every game, concert, and event at Levi’s Stadium is documented for marketing, partnerships, and future historical projects. “You’re archiving the history of the team,” he said. “Even if the photos never get published, they tell the story of the franchise.”