Revolutionary sports photography: Joel Marklund and the future of ice hockey

Revolutionary sports photography: Joel Marklund and the future of ice hockey

There are a few names in the world of sports photography that you should know. One of them is Joel Marklund, a Swedish photographer who has been working in this area for over two decades. He is not only co-owner, but also chief photographer by Bildbyrån, one of the leading sports photography agencies in Scandinavia. The success story of Marklund is characterized by a deep passion for sport that accompanied him from childhood. Originally worked as a journalist about video games, he discovered his love for photography during an internship in a Swedish local newspaper.

his climb began in 2007 when he joined Bildbyrån. Just five years later, he took over the agency together with colleagues. Today he runs a team of 11 photographers and freelancers and regularly tears around the world for over 200 days a year to be up close at large sporting events.

robotics cameras revolutionize sports photography

Recently Marklund had the opportunity to capture the IIHF World Championship in ice hockey 2025 in Stockholm and Denmark with innovative technology. Not only did his photographic skill play a role, but also the use of robotics cameras. This futuristic equipment was used to transmit images in real time and brought photography to a new level. These cameras are controlled by a PlayStation 5 dual sensense controller, which is considerably easier to use, such as [petapixel] (https://petapixel.com/2025/07/05/how-pro-sports-ports- and-nikon-nikon-robotics-revolutionized-hockey-images/) reports.

Marklund viewed the installation of the robotics cameras as pioneering for future major events, such as the 2026 Winter Olympics in Italy. He emphasizes the importance of preparation and flexibility in order to achieve the best recordings in the fast -moving world of sport. The camera technology has developed significantly over the past two decades, which Marklund particularly appreciates. Among other things, he uses several Nikon Z9 cameras and 24-120mm f/4 lenses to create breathtaking pictures.

The right equipment is the A and O

How important the right equipment in sports photography is, Marklund demonstrates every day. He has been photographed with Nikon for over ten years and sees the D5 as one of its most reliable cameras, which provides him with loyal services under extreme conditions, such as temperatures of up to -30˚c. The workflow is crucial: it can transmit images in a matter of seconds while editing and photographing at the same time. With a variety of lenses, from wide angle to telephoto lenses, it is prepared for every challenge.

• AF-S Nikkor 14-24mm f/2.8g Ed
• AF-S Nikkor 24-70mm F/2.8E ED VR
• AF-S Nikkor 70-200mm f/2.8E fl Ed VR
• AF-S Fisheye Nikkor 8-15mm f/3.5-4.5e Ed
• AF-S Nikkor 400mm f/2.8E fl Ed VR
• AF-S Nikkor 180-400mm F/4E TC1.4 Fl Ed VR

Marklund is also integrated in the feedback process of Nikon and helps to improve products. His experience in photography in over 45 countries is worth gold, and as a Nikon Europe Ambassador, he has the opportunity to share his passion with a broad community.

The creative side of photography

But Marklund is not just a technical photographer-creativity is the be-all and end-all for him. He uses innovative techniques to create expressive images, especially at events such as the IIHF World Championship. He is currently busy in Wimbledon and has plans to photograph ski and hockey events at the Winter Olympics in Milano Cortina 2026. In times of pandemic he took a creative break and focused on traditional photojournalism, which helped him develop fresh ideas and perspectives.

His impressive journey through the world of sports photography is an exciting example of how technological developments and creative approaches come together to expand the limits of what is possible. If you want to learn more about his work and the latest techniques, take a look at his contributions to Bildbyn and Instagram.