From The Football League To The Premier League

Digital has been part of Crystal Palace’s marketing and customer engagement efforts for some time. We worked with the club to identify areas where digital practice could improve.

Digital Transformation

We worked in unison with the Crystal Palace FC team to drive pragmatic and positive digital change, whilst supporting them in their efforts to better commercialise the digital estate.

Full Digital Transformation

The sporting landscape has evolved, and progressive sports clubs are now shaping holistic fan engagement strategies, as they push beyond the matchday in search of the “every day”.

With a cumulative global audience of 3.2 billion, the Premier League is broadcast in a total of 188 countries.

With this exposure comes fierce competition to appeal to fans worldwide, and to benefit from the commercial opportunities that are presented.

Together we delivered:

  • A personalised digital experience for fans
  • Single view of fan behaviour
  • Maximised digital presence and supporter data
  • Increased profitability of digital commercial assets
  • Created a seamless omni-channel experience
  • Significantly increased spend from existing fans

Performance & Results

On top of the growth of the Premier League, the club had also experienced a significant uplift across a multitude of metrics:

  • Fan Records +1,000%
  • Social Following +585%
  • Impressions +284%
  • Engagements + 1,085%
  • Web Sessions +69%

The club had the ambition to grow its fanbase on a global level, producing content and gaining exposure beyond that of just core fans, expanding reach through a multitude of channels, fan hubs and partners. This, in turn, provided greater opportunities to engage potential fans to connect with them on a deeper more meaningful level.

Whilst expanding to new audiences, the current fanbase remains paramount to the heartbeat of the club and from the outset, it was important to be able to learn more about each and every one of the club’s fans, with the ambition to be able to allow fans to live their “Palace Life” through one central online experience; managing accounts, ordering tickets and buying products within a couple of clicks.

Our Approach

Our work with the club began by looking at their Events space offering, working to build a website to better promote and appeal to a variety of non-football specific audiences.

We then supported the club as it formalised and modernised its branding by linking the various fan touch-points with common fonts, colour-ways and language.

At the same time, we were supporting the club to assemble a content and production team, finely tuned to deliver coverage to new and existing fans across the globe.

Working with the club’s content, marketing and commercial teams, we have evolved a digital ecosystem built on a variety of platforms and applications, linked where appropriate to fan accounts, offering a personalised and tailored experience – whether watching a live stream, purchasing a membership or buying a match ticket.

There are a variety of technologies in place, including WordPress, Gravity Forms, Beaver Builder, Episerver, Brightcove, Vimeo, Vue.JS, React Native, Matterport, Stripe, Sprout Social, dotdigital, Google Analytics and Google Data Studio.

Filter directly controls: Palace TV, Premium Matchday and Selhurst Park and works closely with other club partners to maintain a positive fan experience across all platforms.

Filter has been a trusted partner providing innovative and cost effective solutions that have enabled us to create personalised experiences for our fans in South London and across the globe.

Steve Parish

Chairman, Crystal Palace F.C.

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