Academic libraries and their staff are increasingly involved in the Research Data Management (RDM) practices and processes in their universities. This article explores the impact that such initiatives have on the image and identity of academic libraries. This paper proposes that involvement in and leadership of RDM university practices has the potential to re-shape the library's role, image, and identity within the university, and going forward, to contribute to the library's continuing relevance to research communities. It also points to the need to develop librarians' skills and competencies in RDM, and reflects on the dynamics associated with collaboration and competition in RDM. The article concludes with an agenda for future research.