Madeleine Penfold: using a compassionate approach to the world’s most intense sporting event

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In the high-stakes world of sports photography, Madeleine Penfold’s name is synonymous with compassion, inclusivity, and innovation. Penfold, a self-taught photographer, found her purpose in the sports arena, where she was mesmerized by its raw energy. Best known for her captivating work at the Women’s World Cup, Penfold’s unique approach of blending compassion with determination sets her apart. Her ability to coax emotion, even from the most reserved subjects, marks her as a master of her craft, trusted by some of the world’s biggest sports brands and personalities.

At the young age of 11, Penfold was first drawn to photography as a means of exploring her working-class neighborhood in North Manchester. Her passion for capturing the essence of the streets and the local football field transformed into a unique documentary style, complemented by her love for music and club culture. Despite initially following her mother’s advice to study business, the lure of the lens was too strong.

Penfold ultimately embarked on a three-month journey to America that would shape her behind the lens. Breaking barriers and establishing a more diverse media landscape became her driving force and has remained a cornerstone of her work ever since.

“I saw the impact that popular culture through the media has on young people. I didn’t see myself reflected in the media. I didn’t want anyone else to feel excluded as I did,” Penfold recalls.

This vision translated into a highly successful career. Penfold spent two years working for a production company before launching her own studio at the age of 23. Unfulfilled, she ventured into freelancing, subsequently entering the world of sports photography. Her ability to connect with her subjects, extract genuine emotions, and tell compelling stories through her work, quickly set her apart from her contemporaries.

“Stepping into the world of sports photography was both challenging and thrilling,” Penfold recalls. “I knew I wanted to create a diverse landscape of imagery where everyone can see themselves. Inclusivity and diversity became my key values.”

Penfold’s career trajectory accelerated when she received an invitation to photograph Roberto Firmino shortly after his signing with Liverpool Football Club. This led to more opportunities, from photographing the Real Madrid kit launch with Adidas to working one-on-one with top players. However, Penfold has prioritized giving back, using her skills and time to support local and global charities.

Now, Penfold’s work is globally recognized, from leading international campaigns for sports brands to being named one of the 30 Under 30 Ones to Watch at the age of 23. She’s photographed the likes of football giants such as Ronaldo, Lucy Bronze, and Neymar, among others. Still, she hasn’t forgotten her commitment to diversity and inclusivity. Penfold champions these values in each project, ensuring every athlete, regardless of their appearance, feels seen and celebrated.

Penfold’s advice to aspiring photographers is succinct and heartfelt: “Don’t compare yourself or your work to others. Be passionate, find purpose, and connect to your projects.”

Looking to the future, Madeleine Penfold envisions herself as the leading photographer in sports, culture, and documentary photography, inspiring people worldwide through her compelling imagery. Her journey continues to demonstrate that within a world as ruthless as professional sports, talent, drive, and deep-rooted compassion for inclusivity can reshape narratives and create a lasting impact.