A few moments are enough to write sports history – and even fewer hundredths of a second are enough to capture it forever. The photographer’s eye, their position, the light and the courage to press the shutter at the right moment turn fleeting movement into an image that becomes burned into our collective memory. At IMAGO we understand that images have an impact faster than words; they convey atmosphere, emotions and social signals. An iconic sports photo not only illustrates a triumph or a failure but tells stories of courage, protest, innovation and cultural change. This article presents ten such images that exemplify famous sports photographs, legendary gestures and the history of sports photography. Each of these images is not just a shot, but a window into a time when sport moved the world.
Sports photography is more than technical execution; it influences the perception of athletes, documents historical events and often serves as a symbol of social change. An iconic image stands out from the crowd through:
Timelessness: It still tells an understandable story decades later.
Composition: The framing, the perspective and the visual language create tension or convey a clear message.
Context: Behind every photo is a cultural and political context that enhances its impact.
Emotion: Joy, pain, protest or amazement are condensed and preserved forever.
With this framework in mind, we look at ten shots that shaped sports history. The selection is subjective, but it is based on the fame of the motifs, the assessments of historians and media, and the public’s response.
On 25 May 1965 Muhammad Ali and Sonny Liston met for their second world heavyweight championship fight. In the very first round Ali threw a lightning-fast right hook that sent Liston to the floor. Neil Leifer photographed the moment when Ali stands over the fallen Liston, his right fist clenched, shouting at his defeated opponent. This photo is regarded as perhaps the most famous boxing shot of all. Leifer’s picture is characterized by the clear white ring mat and the colour photography that impressively captures the “bloody duels” of that era. Many fans suspected that Liston went down because of a light touch called the “Phantom Punch,” and Ali’s enraged gesture reinforced this myth. The photo was not initially published on the cover of Sports Illustrated, but later gained the status of a masterpiece of sports photography.
Why iconic?
It shows Ali not only as a superior athletic talent, but as a charismatic figure who ushered in a new era in boxing.
The composition with the opponent on the ground and the dominant winner illustrates power and drama.
The image became a symbol of the 1960s – a time when African-American athletes raised their voices and demonstrated self-confidence.
The shot still inspires photographers today, as it proves that a well-chosen angle, natural colours and the courage to be authentic can catapult a moment into eternity.
During the 1968 Olympic Games in Mexico City, U.S. sprinters Tommie Smith and John Carlos won gold and bronze over 200 metres. At the medal ceremony they stood barefoot, wearing black gloves, and raised their fists during the U.S. national anthem. They protested against racism and social injustice. According to the “Washington Post,” the gesture was carefully planned: the athletes took off their shoes to draw attention to poverty, wore beads to recall lynch scenes, and raised their fists as a symbol of the struggle. The action led the IOC to expel them from the Olympic village. The photo by John Dominis shows the two athletes with lowered heads and raised hands, while silver medallist Peter Norman from Australia wears a badge of the Olympic Project for Human Rights in solidarity.
Why iconic?
The photograph became an icon of the civil rights movement: it symbolizes the fight against discrimination and social inequality.
The visual language – black gloves, barefoot, clenched fists – condenses a political message and personal courage.
The image influenced other athletes to use their platform and sparked international debates about the role of sports in protest.
Even decades later, sports photographers recall the power of this shot. It shows that sports images can spark social debates and that capturing a moment at the right second writes history.
At the 1968 Olympic Games in Mexico City, U.S. long jumper Bob Beamon leapt an incredible 8.90 metres – more than half a metre further than the previous world record. Amateur photographer Tony Duffy, who was actually present as a tourist, pressed the shutter at just the right moment: his picture shows Beamon in flight, legs bent, as his body seemingly floats endlessly over the pit. The organisers had to use a tape measure because the electronic measuring device was too short. Duffy only discovered when developing the film what historic shot he had made.
Why iconic?
The jump marked one of the greatest leaps in performance in sports history and remained unsurpassed until 1991.
The photo illustrates human transcendence and the limits of physical performance in a single silhouette.
For Duffy, who later founded a renowned photo agency, this picture marked the start of his career – proof that a single photo can change the photographer’s life and the image of sport.
This “leap into infinity” symbolizes that extraordinary achievements often happen unexpectedly and that photography’s task is to preserve them for posterity.
U.S. athlete Dick Fosbury revolutionised high-jump technique in 1968. Instead of jumping sideways or with the straddle style, as was customary at the time, he ran up in a semicircular arc and threw himself backwards over the bar. In the final in Mexico City, his back passed over the bar first, followed by his legs. A photo shows Fosbury horizontal in the air, just above the bar. This shot is often referred to as the birth of the modern high jump. The Guardian describes how his innovative technique became known as the “Fosbury Flop” and soon after his Olympic victory became the standard technique for all high jumpers.
Why iconic?
The picture documents a technical paradigm shift and shows that creative approaches can push sport forward.
Fosbury won gold with 2.24 metres, and the “Flop” quickly spread worldwide – proof that innovation is rewarded.
The aesthetic elegance of his movement, captured on film, inspired generations of athletes.
The shot is a reminder that sports photography not only captures emotions but also innovations. It encourages a change of perspective – on the high-jump bar as well as behind the camera.
At the age of 14, Romanian gymnast Nadia Comaneci became a legend at the 1976 Olympic Games in Montreal. She performed a flawless routine on the uneven bars. However, the official scoreboard showed “1.00” because it could only display three digits – no one thought a 10.00 was possible. The Swiss firm Omega had asked the International Olympic Committee in advance whether a fourth digit was needed. They were told: “A 10.00 is not possible.” Comaneci nevertheless achieved the first perfect 10.0 in Olympic gymnastics history; six more perfect scores followed. The photo showing the young gymnast at the scoreboard, and the image of the erroneous “1.00,” became symbols of perfection beyond expected limits.
Why iconic?
The photo stands for an athletic performance that exceeded the evaluation scale; it shows that even official devices can be overwhelmed by unexpected perfection.
Comaneci was the youngest all-around Olympic champion and left a lasting mark on gymnastics.
The shot illustrates the moment between astonishment and admiration felt by the entire gymnastics world – a feeling that still resonates today.
This picture reminds us that norms in sport must be questioned and that true mastery sometimes even challenges mechanics.
On 10 May 1970, 22-year-old ice hockey player Bobby Orr scored the deciding goal for the Boston Bruins in overtime of the fourth Stanley Cup final game against the St. Louis Blues. After he put the puck into the net, he jumped into the air with joy; opponent Noel Picard hooked his stick, and Orr hovered horizontally above the ice before sliding into the arms of his teammates. Ray Lussier photographed this moment; his picture shows Orr with outstretched arms, his body parallel to the ice. The goal, later simply called “The Goal,” gave Boston their first title in 29 years. Lussier’s photo gained renown and is considered one of the most famous sports images; it has been reproduced in countless publications.
Why iconic?
The shot captures the climax of a game in which a defender – unusual at the time – became the decisive goal scorer.
It conveys pure euphoria; Orr seems to fly, perfectly underscoring the dramatic victory.
The image also shows Lussier’s courage in being in the right position to immortalise this fleeting moment.
It reminds us that sports photography is decided in milliseconds and that emotions remain tangible thanks to a successful composition.
On 10 July 1999, the final of the Women’s World Cup between the USA and China took place in the Rose Bowl in Pasadena. After a goalless 120 minutes, the decision came in a penalty shoot-out. Brandi Chastain, a defender, stepped up as the USA’s fifth shooter. She had trained with her left foot in preparation and chose this option in the final. She safely placed the ball into the lower right corner and, in jubilation, tore off her shirt, knelt on the grass and swung it above her head. The photographer from Sports Illustrated happened to press the shutter at the right moment and captured Chastain celebrating in her black sports bra. The scene became the cover of many magazines; over 90,000 fans in the stadium and 40 million TV viewers in the USA saw this moment.
Why iconic?
The shot broke common gender clichés in sport; a woman openly displayed joy and strength on a world stage.
The celebration became a symbol of women’s football and inspired girls around the world to play football.
The photograph gave the sport more visibility and made Chastain a role model.
The scene teaches us how a single, unconventional celebration can change the image of an entire sport. For photographers, it is a lesson to always stay alert – even after the final shot.
At the 1988 Slam Dunk Contest in Chicago Stadium, Michael Jordan needed an almost perfect dunk to win the title. He ran the length of the court and took off exactly from the free-throw line. In the air he drew his knees up, stretched the ball forward with his right hand and slammed it through the hoop. Walter Iooss Jr., a long-time Sports Illustrated photographer, had agreed and knew from which direction Jordan would approach the dunk. He chose a position slightly to the side behind the basket and photographed at 1/1000 of a second. The result was a crystal-clear image in which Jordan “seems to float in the air.” Jordan not only won the competition but also set a stylistic standard for basketball and sneaker culture.
Why iconic?
The picture conveys the feeling that humans could fly. Jordan is portrayed not just as an athlete but as a myth.
It documents the confidence and show factor of the NBA in the late 1980s and influenced fashion and marketing.
The coordination between photographer and athlete shows the value of good cooperation for extraordinary sports photography.
Even today, the photo adorns advertising campaigns and posters. It illustrates how sports images become pop culture symbols.
After decades of apartheid, South Africa hosted the 1995 Rugby World Cup. The Springboks team had long been regarded as a symbol of the white establishment. Nevertheless, black president Nelson Mandela wore the jersey of white captain Francois Pienaar at the final in Ellis Park. After the victory over New Zealand, Mandela smilingly handed Pienaar the Webb Ellis Cup. A photo of this moment shows the two shaking hands – an image that conveyed hope for a reconciled “rainbow nation.”
Why iconic?
The shot politically symbolises the overcoming of racial segregation and the power of sport for national unity.
It shows the power of gestures: a handshake between a former prisoner and a representative of the old order.
The image was circulated worldwide and remained as a positive symbol of South Africa’s new path.
For photographers, this scene is proof of how important it is to observe not only the sporting action but also the surroundings. The political dimensions of sport become visible in such images.
In the semi-final of the 100‑metre race at the 2016 Olympic Games in Rio de Janeiro, Usain Bolt from Jamaica sprinted seemingly effortlessly past his competitors. Photographer Cameron Spencer panned his camera sideways and used a longer exposure time to create motion blur. The image shows Bolt dominating the field and casually looking to the side, as if he is smiling – an expression of ease in what is actually an extremely short and intense discipline. At the time of the photo, Bolt already held the world record for 100 metres with 9.58 seconds and was the clear favourite.
Why iconic?
The shot is a symbol of absolute superiority and playfulness; it shows the fastest man in the world as a relaxed performer.
The photographic technique of panning with a long exposure creates dynamism and clearly separates Bolt from the blurred background.
The image spread virally on social networks and media worldwide and became a meme – a modern example of the power of sports photography.
It shows that even in the digital age, a good sports photo possesses universal appeal and quickly spreads globally.
The selected photos cover several decades, sports and social developments. Some common features make them unforgettable:
Context and storytelling: Each photo tells a story that goes beyond the sporting event. They reflect social conflicts, technical innovations or cultural milestones.
Composition and timing: The photographers consciously chose perspectives and settings that convey emotions. Whether the angle in Ali’s boxing ring or the pan shot of Bolt – without the right timing there would be no iconic image.
Symbolism: Whether raised fists, a perfect leap or a jersey in hand – the gestures depicted carry symbolic power.
Impact beyond the moment: These photos influence perceptions of sport, politics and culture; they adorned front pages, triggered debates and inspired future generations.
Quality and authenticity: The images were shot with high technical quality and an authentic eye. Poor image quality or staged scenes would diminish their impact.
Anyone who publishes images almost always works in an environment where image rights, personality rights and the purpose of use must be clearly separated. A licence does not transfer ownership of the image – it governs the right to use it, while the copyright remains with the creator or agency. IMAGO provides clear licensing models in its webshop that precisely define the intended use.
Rights Managed (RM): This form of licence is intended for clearly defined one‑off uses – such as a particular article, a specific social‑media post or a defined print run. The licence agreement stipulates how, where and for how long an image may be used. If a client wants to use an image in a new context, a new licence is required. Such licences are typical in editorial reporting and campaigns with a defined scope.
Royalty Free Classic (RF): An RF licence allows repeated use without re‑reporting each use. The buyer pays once and may use the image in multiple projects within the licence terms without paying additional fees.
Royalty Free Premium (RF Premium): This model is suitable for particularly flexible projects with a larger scope. An extended or premium licence typically also covers use on merchandise, packaging or in extensive marketing campaigns and thus goes beyond the standard framework.
Especially with sports pictures, the distinction between editorial and commercial use is crucial. Editorial means reporting, information and documentation, for example in articles, chronicles or teaching materials. Such pictures are used in the public interest; model or property releases are not required for editorial use. Commercial use, on the other hand, includes advertising, sponsorship, product marketing, packaging or merchandising. Using a photo for advertising or sales purposes usually requires the consent of the people depicted and the owners.
When people or private places/objects are clearly recognisable and the use is commercial, model releases (consent of the persons depicted) or property releases (release by owners of private property or art) are relevant. A model release is a legal document that is signed by the people depicted to permit commercial publication. A property release, on the other hand, concerns the rights of owners or creators of buildings, works of art, brands or other recognisable objects. Without these consents, a photo may not be used for advertising purposes.
IMAGO marks the release status of each image in the metadata and provides search filters so you can quickly see which files are suitable for your purpose. IMAGO’s database also distinguishes between images that may be used editorially and those that may be used commercially.
For editors and organisations, the workflow is just as important as the question of rights. IMAGO offers three common purchase options that are suitable depending on the volume:
Webshop – Single Licence: Individual licences can be purchased directly for specific publications.
Webshop – Credit Packages: For regular buyers there are credits with a term of 365 days. This allows individual images to be licensed without a new transaction each time.
Sales Manager: Personal consulting for larger volumes, recurring needs, or individualized contract models.
Clear licensing models and transparent release information provide the basis for legally secure image use. This protects you from legal risks and ensures that the people depicted and rights holders are treated fairly.
Sport fascinates because it tells stories – of triumph, defeat, protest, innovation and joy. Iconic sports images are the visual essence of these stories. They offer a time journey from the 1960s to the present and show how sport and society influence each other. The ten photos presented combine different sports and continents, but they all convey universal emotions.
For fans and professional image users, these pictures are more than pretty decorations. They serve as a documentation of contemporary history, an inspiration for future athletes and a marketing tool for brands and media. At the same time, they remind us how important it is to promote and support talented photographers – because without their eye for the right moment, these memories wouldn’t exist. In a world flooded with images, reflecting on iconic sports shots reminds us of the power of a single photograph. At IMAGO we continue to focus on quality, context and clear licensing to capture the next unforgettable moments.