Industry: Higher Education & Sports Media  

Partnership Duration: Since 2020  

Overview  

Since 2020, Valley Films has partnered with the University of the Fraser Valley (UFV) Athletics department to deliver top-tier sports media content, blending creativity with high-quality production standards. Through a combination of photography and video content, we have helped UFV elevate their athletic programs, enhance their branding, and highlight the achievements of student-athletes. Operating on the unceded traditional lands of the Sto:lo people, we have worked closely with the university to create meaningful, culturally respectful content that resonates with the diverse UFV community.

Our collaboration has spanned a wide range of projects, each designed to showcase the dedication, talent, and achievements of the athletes and the athletics department as a whole. By providing strategic media content, we have supported UFV’s mission of building a stronger connection between the university, its athletes, and its wider audience.

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Key Projects & Deliverables

1. Black History Month Initiatives Valley Films is proud to be part of UFV's commitment to diversity, inclusion, and the celebration of Black History Month. Our work has helped provide a platform for athletes to share their personal stories, experiences, and reflections on race, identity, and the impact of sports in their lives. Through powerful interviews and compelling video narratives, we’ve helped elevate the voices of Black athletes at UFV, ensuring their stories are heard and celebrated both within the university and beyond.  

2. Media Day: Comprehensive Coverage for Branding & Promotion Every season, Valley Films helps UFV Athletics capture essential media content during Media Day. This full-day event is designed to provide UFV with a wide range of materials, from player intros and headshots to promotional graphics and award ceremonies. The professional photo and video content produced during Media Day is then used across a variety of platforms—social media, digital marketing campaigns, and team branding efforts—ensuring consistency and professionalism in all public-facing content throughout the year.

3. Game Day Coverage: Capturing the Thrills of Competition  

   One of our ongoing responsibilities is providing live coverage of UFV’s athletic events, both home and away. Valley Films has captured hundreds of action-packed moments, from game highlights to intimate portraits of athletes in competition. These dynamic visual assets are not only used for real-time social media updates but also contribute to year-end recaps, highlight reels, and promotional content. Our ability to capture both the intensity of the competition and the personal moments of triumph and challenge has become an integral part of UFV Athletics’ marketing strategy.

4. Social Media Content & Year-End Recaps  

   Consistent, engaging content is crucial in maintaining the visibility of UFV Athletics across digital platforms. Valley Films has worked closely with the department to provide video clips, photo highlights, and full-length recaps that bring the excitement of game day to a wider audience. Our team has also helped create unique social media content tailored to the specific needs of different platforms, driving engagement and showcasing the program’s success stories. The content produced over the years has helped establish a cohesive brand identity for UFV Athletics that resonates with students, alumni, and fans alike.

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Long-Term Impact & Value to UFV Athletics

Valley Films' ongoing partnership with UFV Athletics has had a lasting impact on the department’s ability to connect with its audience. Through strategic media coverage, we’ve helped enhance the visibility of UFV’s athletic programs, improve recruitment efforts, and boost engagement with fans and alumni. Here’s how our contributions have made a difference:

• Professional Consulting: Beyond production, Valley Films has provided UFV Athletics with expert advice on content strategy, helping to align media coverage with the department's goals. Our team’s knowledge of digital marketing trends and audience engagement has supported UFV in crafting campaigns that drive attention and participation.

• High-Quality Video Production: Each video produced—whether it’s a feature on an individual athlete or a team highlight reel—has been crafted with the utmost attention to detail. Our use of cutting-edge equipment, expert editing, and creative direction has resulted in visually stunning and emotionally resonant content that elevates the UFV Athletics brand.

• Content that Endures: The content we create for UFV Athletics isn’t just for today—it’s designed to be used and re-used for years to come. From action-packed game footage to personal athlete profiles, the materials we produce serve as a timeless archive of UFV’s athletic legacy. These assets are used across multiple seasons and campaigns, allowing the university to maintain a consistent and compelling narrative that highlights both the successes and the challenges of their student-athletes.

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Looking Ahead

As the partnership between Valley Films and UFV Athletics continues to evolve, we remain committed to helping the program grow and thrive. With each new season, we look forward to creating fresh, innovative content that reflects the ongoing success and diversity of UFV's athletic community. From behind-the-scenes footage to powerful athlete storytelling, Valley Films is dedicated to providing UFV Athletics with media services that will leave a lasting legacy for years to come.

Through our partnership, we aim to continue delivering professional, high-quality video production, fostering a sense of pride and connection within the UFV community and beyond.

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Conclusion

Valley Films is proud to have played an essential role in the development and growth of UFV Athletics’ media presence. Through creative direction, high-end production, and a deep commitment to showcasing the stories that matter, we’ve contributed to a program that celebrates diversity, sportsmanship, and the spirit of community. We look forward to continuing this impactful collaboration, bringing professional-grade content to the UFV Athletics department for many years to come.