Professional Sports League Attracts a New Generation of Fans with Transformed Online Presence

Looking to attract a new generation of fans, this professional sports league required an engaging, approachable, and mobile friendly online presence to court a younger demographic and the more casual fan.

Opportunity

Following the successful unveiling of a brand a new logo, inclusive slogan, and entirely new marketing campaign designed to woo “casual fans” and younger people; the Professional Sports League knew redesigned corporate and team websites were crucial to their continued momentum and growth. The League’s new online presence needed to engage younger fans who spend more time catching up on sports on a multitude of digital devices, rather than traditional television broadcasts.

Solution

The League’s digital services agency called on MitreBox UXD to collaborate with their internal UX team on the design of an immersive and social website experience. Building on the agency’s initial ideas and sketches, MitreBox UXD created a robust set of responsive wireframes focused on amplifying the in-person game experience. Through an iterative process, MitreBox UXD designed a scalable navigation approach and robust content templates that bring consistency and a fluid user experience to the league and team websites.

Designed to attract fans to the League and encourage them to attend games, wireframes included unique pre-game, live game, and post-game interactivity targeted at building the appeal and interest of the League brand. News, video, stats, and player profile pages were designed to foster a relationship with the fans by addressing what they really cared about. By replacing standard text content and images with infographics, interactive data tables, and social feeds, fans are encouraged to engage with content when, where, and how they want.

Results

With a sleek new design, easy to use navigation, and features built specifically for mobile, the new League site and network of team sites dramatically enhance the online video and article experience. The responsive design is made for consumption on the go; and League content is faster and easier to access than ever before. Ongoing enhancements will see additional features released that improve experiences for live stats, game tracking products, fantasy gaming and more. The redesigned websites invite in League fans of the future, ensuring a strong performance for years to come.

Services Provided

MitreBox UXD worked closely with the League's marketing team and digital agency to provide the following services: