Nova Race: How a Race Timing Company Delivers Instant Photos, Videos & Certificates

NovaRace is a Bangalore-based race management company that provides end-to-end timing and event services for marathons, running events, cyclothons, and swimathons across India. From RFID-powered bib timing and registration to race-day operations and results, NovaRace handles every aspect of race management for event organisers.

With a packed calendar of events every week—from 5K fun runs to full marathons—NovaRace needed a photo and video platform that could keep up with their pace and deliver under their own brand.

Race timing companies sit at the heart of every running event, but participants expect more than just a finish time. They want their photos, a highlight video, and a finisher certificate—all available instantly after crossing the line.

NovaRace faced several pain points when trying to add photo and video delivery to their timing services:

• Fragmented experience — Results lived on one platform, photos on another, and certificates were emailed separately. Participants had to jump between multiple links and brands to find everything.
• No brand continuity — Third-party photo platforms showed their own branding, diluting NovaRace's identity as the race partner.
• Manual photo tagging at scale — With events happening nearly every week and thousands of photos per event, manually matching photos to bib numbers was impossible.
• Growing participant expectations — Runners increasingly expect personalised video reels and sharable certificates, not just raw photo galleries.

NovaRace integrated 9Pic AI as their complete photo and video platform, deployed under a custom white-label domain at photos.novarace.in. Every participant interacts with a seamless NovaRace-branded experience—from finding photos by bib or selfie to downloading personalised reels and certificates.

The direct integration between NovaRace's timing system and 9Pic AI creates a seamless pipeline from race day to participant delivery:

By integrating 9Pic AI into their race management offering, NovaRace transformed what participants receive after a race:

• Unified post-race experience — Results, photos, videos, and certificates all live under one NovaRace-branded domain. Participants no longer need to visit multiple platforms.
• Instant photo-to-result pairing — Because BibTrack syncs with NovaRace's timing system, photos are tagged and available the same day the event finishes. Runners see their photos alongside their finish time.
• Personalised deliverables at scale — Every participant receives a custom video reel and finisher certificate without any manual work from the NovaRace team.
• Stronger brand for the timing company — The white-label portal at photos.novarace.in keeps NovaRace front and centre. When participants share their reel or certificate, it carries the NovaRace brand.
• Competitive differentiation — NovaRace now offers event organisers a complete package: timing, registration, race-day operations, results, photos, videos, and certificates. Few timing companies in India can match this end-to-end offering.

The NovaRace partnership demonstrates a model that works for any race timing company looking to expand their offering:

• No separate photo vendor needed — Event organisers get timing + photos + video + certificates from one partner.
• White-label keeps the timing brand front — The platform runs under the timing company's domain, reinforcing their authority with event organisers.
• Timing data powers photo discovery — Bib-based AI tagging leverages the same bib numbers already used for timing, creating a tight feedback loop.
• Scales with event volume — NovaRace handles 50+ events per year. The platform scales automatically for each new event without additional setup.