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Redesign and Redevelopment of Northampton Saints Club Website for Enhanced Fan Engagement

clock.co.uk

Sports

Media

eCommerce

Challenges in Fan Engagement and Content Commercialization

Existing website lacked modern design, intuitive navigation, and centralized content delivery, limiting fan engagement and hindering commercial opportunities for ticket sales, merchandise, and rugby camps.

About the Client

Professional rugby club seeking to modernize digital presence to improve fan engagement and commercialize content.

Key Project Goals

Create a content-led digital experience to drive regular fan visits
Simplify information architecture for seamless cross-device navigation
Integrate exclusive content and matchday features to increase relevance
Implement a flexible CMS for efficient content management

Core Functional Requirements

Matchday Live commentary hub for real-time engagement
Responsive design for mobile, tablet, and desktop
Customizable CMS for long/short-form content creation
Centralized brand experience with black, green, and gold color scheme
Integrated hospitality microsites

Technology Stack

HTML5/CSS3

JavaScript frameworks (React/Angular)

Headless CMS (e.g., Contentful/Strapi)

Cloud hosting (AWS/Azure)

System Integrations

Ticketing system API
CRM platform
Payment gateway for merchandise sales
Social media APIs

Non-Functional Requirements

Scalability for peak matchday traffic
Load time under 2 seconds
WCAG 2.1 accessibility compliance
Role-based access control for CMS

Expected Business Impact

Increased website traffic by 40-50%, higher conversion rates for ticket/merchandise sales, improved fan retention through centralized content hub, and enhanced brand perception as a modern, fan-focused organization.