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Redesign and Development of a Responsive Digital Platform for a Premiership Rugby Club

clock.co.uk

Sports

Media

eCommerce

Challenges with Existing Digital Platform

Existing sports websites often lack modern design, user-centric experiences, and functionality. Leicester Tigers required a digital platform that aligned with their premium brand identity while driving fan engagement, repeat visits, and ticket conversions. Competing with media outlets for match-day coverage and managing dynamic content delivery were key challenges.

About the Client

England’s most successful rugby club seeking to enhance digital engagement and ticket sales through a cutting-edge website.

Key Project Goals

Establish a benchmark Premiership Rugby Club website with a premium brand identity
Enhance user experience to encourage repeat visits and ticket purchases
Integrate dynamic content delivery for match-day and non-match-day scenarios
Leverage fan feedback to align design with user and business goals

Core System Functionalities

Responsive design optimized for mobile and desktop
Custom CMS for dynamic content updates
Match-day homepage transformation with live stats and social feeds
Portrait-oriented imagery for rugby action emphasis
Ticket purchase integration with clear call-to-actions
Social media and third-party data (OPTA, Premiership Rugby) aggregation

Technology Stack

HTML5/CSS3

JavaScript frameworks (React/Angular)

Headless CMS (e.g., Contentful)

API-first backend (Node.js/.NET)

External System Integrations

Social media APIs (Twitter, Instagram)
OPTA sports data API
Premiership Rugby data feeds
Ticketing platform integration (e.g., Eventbrite)
Analytics tools (Google Analytics)

Non-Functional Requirements

Sub-2-second page load times
Scalability for match-day traffic spikes
WCAG 2.1 accessibility compliance
Cross-browser compatibility
Role-based content editor workflows

Expected Business Impact

Anticipated increase in ticket sales through improved user engagement, 8.9/10 user satisfaction score post-launch, enhanced brand authority via award-winning design (Silver W3 Award), and reduced content management overhead through a tailored CMS. Mobile optimization expected to capture growing on-the-go fan traffic.