Case Study

Houston Astros

Overhead shot of a baseball field
127 K

total assets

33 K

uploads in the last 12 months

28 K

downloads in the last 12 months



The Houston Astros’ photography team generates a lot of creative content — roughly 2,000 images at every game.


Without a robust software solution to organize and manage their creative content, they didn’t have an effective way to share assets with marketing, community, and media teams.

Our Solution

Acquia DAM, including the Assets, Insights, and Portals applications


The Astros use Acquia DAM to streamline workflows and make game day and event photos available throughout the organization as quickly as possible.

Watch Digital asset management system powers the Houston Astros photography workflow on YouTube.

The Client

The Houston Astros, the 2017 World Series champions, compete in MLB as a member club of the American League West division. Their marketing team produces and distributes photography across their organization and beyond.

The Situation

The Astros generate a lot of images, videos, and creative content. “Photography is the visual voice for an organization. It’s the basis of sales, it’s the basis of marketing,” says Alex Bierens de Haan, Team Photographer for the Astros. 

During a typical game, Alex takes up to 2,000 photographs and two to three times that amount for big-ticket games. The best of these photos are selected and edited in as close to real time as possible to be used across marketing, PR, sales, creative, ticketing, sponsorship, operations, and more.

The Challenge

With calls and emails constantly coming in and being fielded by only a handful of people, the Astros needed to centralize their digital assets so their marketing, community, and media teams could access them as efficiently and quickly as possible. Frustrated with the time-consuming and typically unsuccessful process, the technology support team set out to find a solution. 

Houston Astros players high-fiving

The Solution

The Astros selected Acquia DAM as their digital asset management (DAM) system in 2014. “The goal of [Acquia DAM] is to get my imagery out to as many facets of the organization that I can get, because on a day-to-day basis I know it has multiple uses,” Alex explains.

A searchable asset library

Acquia DAM now stores all of the Astros’ digital assets in a reliable, single source of truth. Users can quickly and easily search the library to find or discover digital assets based on very specific needs and search parameters, such as uniform color, player, stadium, and more. 

Assets for now and 150 years from now

Acquia DAM supports the Astros as they continue to build their impressive asset library. Whether it’s a photo from their 2017 World Series win or an image from a few hours ago, their assets are preserved and organized for anyone to access — today or years down the road. “It’s cool to know that my stuff now will stand the test of time because of what we’ve set up,” Alex shares.

Personalized service

Alex pointed to his partnership with Acquia as one reason that their use of Acquia DAM is so successful. “[Acquia] is obviously a big company, but you can tell it’s got a small company attitude, and that is customer-first. It feels like all hands on deck when it comes to customer service, which is speaks volumes to the service and the relationship that the company has with their clients,” he shared. “You can tell it’s a personal touch...and it really does set me up for success down the line.”

The Results

Close to real-time workflow 

Photography and other digital assets are incredibly important to the Astros. “If I can influence an organization’s outlook in what they’re doing in terms of sales and hype and all of that, I think that’s extremely important,” Alex notes. And operational speed is essential. “My workflow revolves around getting everything out as quickly as possible.” 

After images are shot, edited, and finalized, Acquia DAM ensures that photographers like Alex can quickly and efficiently upload and tag photos so they’re accessible almost immediately to anyone throughout the organization. This includes their public relations team, which is one of their primary users. “The PR team that we have uses [Acquia DAM] for all sorts of publications, press conferences, and press releases,” Alex shared.

Searchable assets

Acquia DAM makes it easy for anyone to find what they need without help. “If you can’t find it, it doesn’t exist,” reminds Alex. This means people don’t have to spend time tracking down assets for themselves or others. But it also means that anyone throughout the organization has the tools they need to communicate and tell their brand’s story effectively. “[Acquia DAM] enables me to bring my vision to the whole organization, and then they get to maximize what I’m doing,” says Alex. 

Insights that validate business cases

“[Acquia DAM] has been a tool for me that I’ve been able to prove a lot of my business cases, [like] how much the organization is leaning on photography,” Alex reports. “And that has helped me get additional headcount and essentially form a team that I can work with. Just being able to document and see the numbers has really been influential in getting help and taking a pretty significant burden off my shoulders.

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