This is what heaven looks like: Nikon Professional Services at the 2018 PyeongChang Winter Olympics

Dpreview published a sponsored post about Nikon Professional Services at the 2018 PyeongChang Winter Olympics:

At the PyeongChang Olympics, there will be 60 NPS staff members from 13 countries on hand, offering support in around 10 languages. Planning for the event started two years ago, and as well as D5 and D850 bodies the NPS inventory will include a range of specialized prime and zoom lenses. The exact figure is confidential, but the total value of all the gear is equivalent to 'several hundred luxury cars'.

More pictures:

Pictures credit: Nikon, via Dpreview

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  • Mehdi R

    Reading this on DPR and wondering why you didn’t mention it here 🙂

    • I was just behind with my posts. The better question is why didn’t Nikon distribute this as a press release – it would have been covered by every major website. Instead, they decided to pay only Dpreview to publish it… then you are wondering why Sony’s marketing department is so good…

      • Allen_Wentz

        Yup. Unbelievably incompetent marketing.

        Nikon technical had the good sense to spend years planning for and expensively servicing the Olympics, but Nikon Marketing lacked the sense to structure a low-budget high-impact marketing campaign around it. Folks like me consider it Marketing 101.

        • I mean they had the pictures already, just write the text for the press release and this will be covered by every major website out there… for free…. Now they had to actually spend money in order for dpreview to publish it… I mean seriously, what’s the logic behind it? Maybe I am missing something.

          • Allen_Wentz

            I always called the really easy low budget stuff “guerilla marketing.” Like you said, start first with the pix and the Press Releases. Provide those pix to retail outlets as high quality four color PR materials.

            Then OVER THE COURSE OF THE OLYMPICS constantly release pix of photogs using Nikons concurrent with the very best pix from those photogs (there will be many). By the briefest of time slots for image-based ads consisting of Olympics pix, always with Nikon gear and black/yellow logo in a corner.

            Then make display materials for retail (Olympics image-based, duh). Let folks looking at a D3400 or D7200 at Costco have a beautiful 4-color Olympics pic imprinting on their minds as they decide among the big-box choices for a graduation present.

            It is effing EASY Nikon. The hard part your tech guys and photogs are already doing really, really well.

            • I bet this is all we will see from Nikon for the Olympics.

            • br0xibear
            • Allen_Wentz

              A Nikon _blog_? Nikon still fails to get it.

            • Lol, they actually have some cool articles there.

            • Allen_Wentz

              No doubt. But a blog means SallySue needs to hop on line and intentionally go to a Nikon _blog_.

              What Nikon needs to do is put cool images from the Olympics where SallySue may see them, and have the Nikon logo in the corner imprint favorably toward Nikon in SallySue’s brain. Then when SallySue is at Costco looking at cameras for a graduation present she sees another cool Olympics pic with the Nikon logo in the corner. Right next to the D7500.

            • This should be all over their social media acounts and websites, not in a hidden blog nobody reads…

            • David in Signal Mountain

              Anything that looks like the Olympics and commercial may be expensive. The Olympic Committee is very aggressive on getting their pound of flesh. An auto shop that was in business in Atlanta for over 22 years was forced to change it’s name when the Olympics came to town. My employer chose to rename an industrial battery charger product line to avoid paying tribute. (How anyone might mistake the athletic competition with an industrial battery charger is beyond my comprehension.)

            • Andrew

              Some brands are so strong and heavily invested in that everyone who hears the name will come to the same conclusion. Imagine BMW or Mercedes Watch, I think you get the point 😉 The Olympics is a brand that many companies license for use in association with their products such as breakfast cereals. The NFL is another such brand.

          • PhilK

            I don’t know about that. Those broadcast lenses have virtually nothing to do with consumer products.

            They are super-high end products that sell in tiny quantities, I doubt there would be much business sense in Nikon getting into that market considering the revenue potential combined with development costs.

            Personally I think Nikon can get way more marketing value out of their longstanding space exploration connections than from making broadcast lenses for PR reasons. (Fuji is a big supplier of broadcast lenses of too, but almost no one likely hears much about that either)

            Canon gets exposure because it is a large, diverse company with a large marketing budget. That is all.

            • See all the pictures, the have regular cameras too.

            • PhilK

              Huh? The press release spoke solely about a deal to provide broadcast lenses to NBC.

              How does that intersect with consumer products other than the name on them that almost no one will ever see while watching the Olympics?

              Canon just stuck some pictures of their (unrelated) pro DSLR support inventory in the press release, just like Nikon did with the DPR article.

              I agree with your other point that Nikon should have just done a general press release about their presence there rather than give DPR an exclusive, though.

            • Yes, exactly, why did they inlcude a picture of their DSLR cameras as a part of the press release since it is not related? This is how you do marketing. For free.

            • PhilK

              That may be an example of free marketing, but I rather doubt many of their potential still photo customers read such corporate press releases and change still photographic equipment buying decisions because of a single pic of a room full of cameras linked in a press release about broadcast lenses. (Especially since most people see press releases republished somewhere else without the images attached)

            • Thom Hogan

              Nikon used to be in that market. Then Nikon the lens company stopped making lenses for anything other than Nikon cameras.

            • Yes, I’ve seen those old big Nikon lenses on eBay.

            • PhilK

              I have never, ever seen Nikon broadcast lenses, ever.

              If they did play in that market at one time, they must never have made much of an impact.

              Unless you are talking about the 1950s or something.

              Far more significant that Nikon essentially became an optics player due to their military contracts… something they don’t talk about these days much, at least outside of Japan.

            • PhilK

              Well apparently they did make a few video/broadcast lenses at one time.

              But whatever Nikon produced in that segment certainly must not have made much of an market impact because one would expect to have seen far more evidence of them.

              I found one single lower-end old Nikon video lens on ebay, whereas I found 83 Fujinons and at least 43 Canons.

            • Thom Hogan

              Again, did you actually play in the broadcast news gathering game? If not, why would you have seen one?

              And again, Canon and Fujinon continued to produce such lenses and still do. Nikon dropped out, not exactly sure what year. But what they did produce was very well regarded at the time.

            • PhilK

              I see things for the same reason I see anything else: I observe things around me, whether or not I am personally using them or not. And I also research and study things I do not have direct access to, and talk to people who do have access to them.

              Lamborghinis are not invisible to someone just because they’re not driving one, you know.

            • PhilK

              Hmm, I posted a reply to this from a mobile device but I guess it never “made it”.

              The essence was: yes, I see now that Nikon has produced a few interchangeable lenses for video/broadcast purposes, but there are so few around on the used market I think it’s safe to say that Nikon never made much of an impact in that market.

              (A little ebay research discovered around 160 Fujinon broadcast or video lenses, around 90 Canon – and one single Nikon.)

            • Yes, I saw your previous comment.

            • Thom Hogan

              Well, have you been in the broadcast TV business? You probably wouldn’t have seen any such lenses unless you were using late 16mm or early ENG cameras.

              Here’s one of the lenses: note the ED glass.

              Canon and Fujinon were big players in the same thing, but they continued their film/video lens lines (to this day) while Nikon did not.

            • PhilK

              I see no link or image in your post.

              Regardless, I stand by my original point that Nikon’s presence in that business looks to have been quite minimal in terms of actual sales.

      • Vinnypimages

        To be fair to Sony the winter olympics are big with them as their cameras keep the togs hands warmer.
        Not to mention it is the first year a Sony pro services centre has been at the Olympics.

        • Allan

          I’m a little slow.
          I finally got it.


          Interestingly, American TV for the Olympics stated on air that Canon supplied the lenses, and Sony supplied the broadcast materials.

          • Steven Georges

            A paid enforcement, not an editorial comment.

        • Maybe this year they will have some a9 cameras. They even have 2 long lenses now.

          • A. F.O.

            what happens to that ton of D5 and D850 cameras and lenses after the event?…

            • Good question, no idea.

            • I assume it stays with NPS for loaners?

            • Steven Georges

              NPS loaner equipment for repairs. A very appreciated service. I am currently shooting with a D4s that I believe use to be an NPS loaner camera.

            • PhilK

              Back into refurbished inventory I would guess.

              Also possibly to be used as NPS loaners as Peter mentions.

            • Thom Hogan

              Most of it goes into the loaner pool and traveling loaner pool (a few workshops get NPS support with loaner gear, for instance).

      • animalsbybarry

        You often comment about how good Sony marketing is (perhaps because they seem to be gaining market share over Nikon)
        But the real marketing giant is Canon who continues to gain market share over everyone, and who obviously has the most successful marketing in the industry…

        All this in spite of the fact that Canon sensors suck !!

      • Robert Falconer

        Isn’t Marketing one of the places where they’ve slashed their budget?

      • HotDuckZ

        I lock in just for vote up, lol.

      • El Aura

        Are you implying that DPreview got paid for publishing an article about it but you are doing it for free?

        • Not just for free but in the face of antagonism from nikon” the brand we love”.

        • Yes, it appears that way. See dpreview’s article – it says it is a sponsored post:
          “If you see a video or article labeled ‘Supported by …’ or ‘In partnership with …’ this denotes DPReview editorial content which has been created with the support of a manufacturer or other third-party. This means that the content was commissioned by the sponsor in conversations with our marketing team, and the sponsor paid for it to be produced, but the DPReview editorial team produced and edited the content, and had final veto. This content may be published alongside manufacturer/sponsor-created creative assets (i.e., we might create a written Q&A to accompany a manufacturer-created promotional video).”

  • Jørn

    Now we know why there is a backorder for the D850, they’re all in PyeongChang!

    • Mehdi R


    • animalsbybarry

      Sale on refurbished Nikon D850s after the Olympics are over ??????

  • Allan

    “This is what heaven looks like … ”


  • br0xibear

    Sports photographer, Joel Marklund (Nikon European Ambassador) posted about his Winter Olympics experience so far on Nikon’s blog…

  • Jonathan Zaharek

    Lord have Mercy

  • Allan

    Do we have an idea what percentage of pros at PyeongChang are using Nikons, Canons, and Sonys?

    • akkual

      I am more interested that how many use Hasselblads and Leicas.

      • Allan

        2. 🙂

    • Someone

      I reckon something like 55% Canon 46% Nikon and 1% Sony

      • Allan


        Do we have numbers from previous Olympics?

        • Don’t remember seeing any. Usually it’s all Nikon and Canon, don’t remember seeing another camera.

      • Michiel953

        That sounds about right. Totalling 102%.

        • fanboy fagz

          what do you expect from a “someone”

        • Someone

          OK OK.
          53% Canon 46% Nikon and 1% Sony

    • br0xibear

      This should give you a rough indication…
      According to a Canon USA press release “An estimated 80 percent
      of the photographers in the stadium used Canon EOS DSLR cameras and EF lenses” at the Superbowl.
      (congratulations Eagles, even though I’m a Patriots fan…we can’t win them all, lol…we’ll be back next year.).

      • Allan

        Very interesting. Thanks.

      • fanboy fagz

        damn, thats sad to hear.

        • Allen_Wentz

          What is sad to hear? That br0xi dreams that the Patriots will be back next year? ~;)

          • fanboy fagz

            yes, hes dreaming. its going to be the Cleveland Browns

  • Someone

    I’d say over $10m easily.

    • T.I.M

      + taxes

  • Pk Bullock

    Could fill a shopping cart in a matter of just a few minutes. I promise I’ll be quick and not even get in the way…

    • peter w

      You’ll be in my way. And in the way of a lot of other people like you and me.

      • Pk Bullock

        It will be worth getting trampled if only to grab one of those giant fast lenses on the bottom shelf. 🙂

  • Allan

    I will be interested to hear how some shots were “better” with the D850 and how some shots were “better” with the D5. Is the D5 line in trouble?

    • T.I.M

      If someone can’t take great pictures with a D800, then no need to buy a D850.

      • That line can be used with almost any DSLR. The missing word is ” more easily”. OK that’s tow words but you get the point.

  • “I want to go to there.” —Liz Lemon

  • Spy Black

    Now you know why nobody can buy a D850…

    • animalsbybarry

      But I got my battery grip (3rd party)

  • A. F.O.

    same question, here….:-)

  • Steven Georges

    Most likely NPS worldwide loaner equipment for repairs. Loaner equipment is not available this week. I know because I recently turned in a lens, under warrantee, for repair.
    My lens came back very quickly.
    NPS has been VERY good to me over the years.

    • fanboy fagz

      cause yo ass gave nikon a lot of money. theyre not doing it because they love your profile name which is 2 first names. haha. money talks and bullshit walks.

      • Steven Georges

        Yes, I spend a lot of money with Nikon, and I have my complaints. But overall I am very happy and have no desire to switch.

        • fanboy fagz

          what are you getting so stressed about. who said about switching. youre paying them a lot of money, thats why they act so nice to you. otherwise, youd be a nobody to them with just a d600 and 24-120

  • AnotherView

    I wonder if those lenses on the floor are the new 180-400?

  • Now you wonder where’s your D850 order?
    (Okay, I know no D850 was shown, but cmon!)

  • Brett Ryan

    That looks like heaven, endless supply of modern D-bodies and top shelf glass!

  • Randolf Sack

    I just need 5 minutes in there to update my lens collection, any one got a key they can lend me?

  • saywhatuwill

    But the iPhone X can trump any of those cameras and lenses in picture quality. Apple said so.

  • Proto

    So, photogs registered with NPS can walk in and check out equipment like a library book?

    • Brubabs

      I don’t really know the details, but credentialed press photographers borrow them, not NPS members. And only for a very limited amount of time. I would guess they get a credit card number before the lens goes out, too.

      • ISOwhat

        You’re correct Brubabs in that any credentialed photographer at the Olympics or Paralympics can check out equipment, not just NPS or CPS members.

        I covered the Rio Paralympics and asked the Nikon reps about checking out gear. You basically pick out anything you want for however long you need, but you are required to sign a contract in case the gear is stolen or damaged, and the signee is fully liable. However, I brought my own equipment and didn’t want the added pressure of going around Rio with even more gear to keep track of.

        • Proto

          Does picking these Nikon equipment for Olympic use involve a payment or rental, or its free with just a signed contract to prevent damages?

          • ISOwhat

            There’s not payment needed to pick up equipment, they just need your ID and signature. But if anything happens to the gear, damaged, stolen, lost, etc., you are fully liable and will have to pay it back.

  • John Viscovich

    There does seem to be way more Black telephoto lenses than white at this Olympics. Well done Nikon !

  • T.I.M

    I’m not impressed, I’m JEALOUS!

    • peter w

      Would you want to carry all these? Or would you like to guard these, having to give them away to photojournalist that will go out for a bit of abuse?

  • Brubabs

    Just curious: Is Nikon lending out the longer lenses without replacing the standard foot with an arca swiss type? I can’t tell from the photos. What good is a loaner if it has the standard factory foot on it? I’m trying to visualize a Nikon photographer at an Olympic event with his/her lens duct taped to the tripod…

    • NPS replaced my damaged 300 2.8 for me at a Diamond League Track and Field Event. They switched the RRS foot for me as well, on the spot. I can imagine some photogs traveling to the Olympics with replacement feet in their pockets and making the switch when they pick up the gear.

  • Approval

  • Just a a small note: ambassadors switch brands because of sponsorship, they don’t do it for free. Nothing wrong with that, just keep it in mind when you see a news flash.

    • Robert Falconer

      Oh, there’s no doubt in my mind that he did it because he probably got a “better deal”. But I also know him personally, and he’s pretty technically savvy. Few photographers I know have ever become ambassadors or switched sides if they didn’t genuinely believe in the product. If your gear doesn’t get the job done on professional assignments, your sponsorship/ambassadorship ain’t gonna keep you afloat financially.

  • T.I.M

    I wonder if the gold medals are still made with plain gold or just gold plated.

    • saywhatuwill

      Most definitely gold plated, just like the commemorative Nikon FA.

  • KellyVanRijn

    I guess all of Nikon stuff sits on shelves, while Canon equipment is actually out there capturing the action!

  • Ed Hassell

    Okay, ‘fess up! Who broke into my camera closet and posted pictures?

    Jeez! Wouldn’t it be fun to have the run of that place for a couple of hours?

    • distanted

      Ocean’s Fifteen? I’m in.

    • Allen_Wentz

      Heck, just give me 60 seconds and a wheeled cart…

  • Steven Georges

    I agree with Robert. Nikon needs to come out with a full frame mirrorless camera, that uses current FX lenses. Not to replace DSLR’s but there are many of us that have a need for a body that is quiet. Having one body that I can use in special circumstances that gives me the advantages of mirrorless and still use the lenses that I have.
    The small sensor chip of the Nikon 1 is not something many of us can live with.

  • I wonder what happens/where the equipment is sold after it’s regarded as obsolete. Surely they must phase out bodies and lenses all the time, I wonder where they go…

  • Michiel953

    Couldn’t identify any 850 among those bodies. Did see a lot of lower spec (rectangular eyepiece) bodies though.

  • Markus Tullius

    LOL at: “…and as well as D5 and D850 bodies the NPS…”.

    A friend of mine who is shooting over there told me that about 70% are D5 bodies and 15% D500 bodies and another 15% D810 bodies.
    He said he only saw two D850’s.
    Makes you kinda wonder from where DPreview (sometimes) gets their information doesn’t it…?

  • Carlo

    Where are the D5s … Will we spot one during the Olympics ?

    • I doubt it.

    • Allan

      br0xibear will either spot one … or he’ll use his magic pen. 🙂

    • br0xibear

      “If” there are any D5s bodies being used at the Olympics, then there are two ways to find them…
      1: EXIF data from images being shot there. The problem is that most websites are posting images in such a way that EXIF data is being stripped, and it takes a lot of time to search…I’ve had a few quick searches and so far all I’m finding are D5 and 1DX images.
      2: A photographer using posts an image or reference to a D5s on his/her instagram page.

  • RC Jenkins

    This is “sponsored content” on DPReview. Is Nikon…spending on marketing????

    Canon’s equivalent here:

    Funny how similar the images are. 🙂 They have 300 cameras & 700 lenses. From the images above, Nikon seems to have similar numbers–that first image alone shows roughly 200 Nikon bodies.

    Canon has 72 individuals to Nikon’s 60. But don’t they always claim 80% on the sidelines? Is Canon understaffed, overestimating, or more efficient? Is Nikon overstaffed or overspending? Who knows.

    Also interesting to compare to Rio:

    Nikon definitely seems to have stepped it up a notch to match Canon this year.

    I’ll be interested to see any analysis of the breakdown of the cameras actually used. In other words, is this investment working? 🙂

    • PhilK

      While I’m sure many people on NR are eager to “flagwave” for Nikon, I don’t think anyone who has ever seen the people actually shooting these sorts of events would ever believe that Nikon cameras are as prevalent as Canon in recent years.

      So it would not be particularly surprising at all that Canon’s inventory and staffing at such events would likely be larger than Nikon’s.

      It also would not surprise me if Nikon was pushing harder in this area the last few years since it has become more critical to them due to the nosedive of the mass-market camera business and their renewed interest in pushing higher-end products.

      • One of my instructors goes to the Olympics every year and extensively uses the Nikon loaner equipment. I can’t remember what split was between Nikon and Canon, but he has never seen Sony in the stuff he shoots (long lenses, etc.).

        • PhilK

          My observation of news/sports photographers suggests that the ratio of Canon to Nikon shooters is probably on average around 70/30 or thereabouts these days.

          If Nikon continues on their current course I suspect they could improve that to 65/35 or even 60/40 in a few years, Sony may get 2-5%.

      • Allen_Wentz

        The point is not what actually is or is not at the Olympics. The point is the (IMO wise) use of pix like those above as marketing. And the use of Nikon-captured Olympics pix for marketing.

        It is a no-brainer for Christ’s sake Nikon !

  • Allen_Wentz

    I do not suggest “marketing the events.” It is marketing one’s products (and not the D5 bodies mostly used) using images captured on Nikons at the events.

    • JP142

      Ah okay, yea you do see that at the press center at the Olympics. Both Nikon and Canon display stuff shot on their cameras but unfortunately only other press members get to see this. Maybe this is a missed opportunity , but remember at large scale events like this they really only want to take care of photographers using their gear and even sometimes allowing photographers to use products in development.

      • Allen_Wentz

        Correct, I am not talking about at the events. I am taking about pix captured on Nikons at the events being used in marketing pieces around the world.

  • Ric of The LBC


  • Luis F. Vidal

    A lot of expensive gear and not a single door to protect it from falling off the shelves in an earthquake or tremor.

  • BlackRipleyDog

    There is where all the early production 850’s went.

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