To Dare Is To Do
Tottenham Hotspur is putting fans at the heart of a drive to be one of the very best clubs in the world. Not only are they delivering exciting football played by some of the game’s biggest stars, but – you may have seen the TV ads – there is a state-of-the-art-stadium on the way that will see NFL games and other major entertainment events staged in N17.
For a business demonstrating that kind of ambition, there is a practical as well as a business imperative to have digital platforms that are ‘best of breed’ and fan-centred.
The role of the website has changed with the way social channels and mobile have shaped user behaviour. For football clubs that means being smart about content creation to harness that social traffic rather than fight against it, and also to be able to employ and integrate different technologies to provide a seamless experience for the fan and a single view of each user so that experience can be relevant, contextual and personalised.
Aqueduct’s winning pitch centred on:
- Platform modularity; allowing the site to evolve over time and always use the best available components without requiring rebuilds (project ambition; “you’ll never have to build and launch a whole new website again!”).
- Fan-centric experience; beautiful, mobile-first, personalised, in order to foster the best user engagement, underpinned by data, across integrated platforms.
- Support for fast publishing; in other words, removing the ‘friction’ for editors to allow increased capacity and velocity.
- Co-creation methodology; increases transparency, accelerates problem-solving andenhances knowledge transfer, ultimately delivering a better product.
We believe that in order for the best brands to be the best they can be digitally, they need to constantly develop in-house competence in order to maintain a competitive advantage. The co-creation model we proposed was enthusiastically adopted by the Club.
By co-resourcing and co-locating teams (at both the Club and agency HQs) Tottenham Hotspur was able to maximise use of their own resources and benefit from the learning dividend of the project experience. As a result, project velocity was high (people solve problems faster when they’re together), high-transparency meant low-friction planning, and the club’s marketing, technical and digital teams were fully up to speed with the new systems at launch.
The site is built on Umbraco CMS, which is Microsoft backed and probably the leading .NET open source CMS. The front-end is built using the React.JS Framework. Having previously rebuilt the club’s retail site integrating Dynamic Yield’s CRO platform, this was extended to the main site and integrated with CRM and ticketing platforms. Further integration with cutting-edge technologies being used in the new stadium means that the club will be able to deliver a highly connected, personalised and engaging digital experience ‘in the bowl’.
The new site launched on Tuesday 3rd of July – coinciding with what turned out to be a day of tense anticipation for England fans. Although the date will forever be remembered for the Three Lions breaking their World Cup penalty shoot-out hex, it also marked the beginning of a new era of sustainable digital excellence for Tottenham Hotspur.