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Leicester City Football Club

Leicester City Football Club

We began work with Leicester in late 2015 and only 6 months later, they were crowned the most unlikely Premier League champions in history.

Correlation does not imply causation of course, but the club’s desire to overhaul their digital operations and fan experience was entirely indicative of an organisation heading in an upwards direction.

During the 2016/17 season Seven League ran a project to rebuild all of the club’s core fan-facing digital platforms. We ran RFP processes to appoint new vendors for plus the Single Sign-On, CRM, Business Intelligence and in-store retail technology that links all of these properties together.

From Feb-June 2017 we managed the integration of 5 key vendor platforms to deliver an unrivalled digital fan experience- Leicester have nailed the ‘unified fan journey’ that so many European clubs talk about, but haven’t achieved. An individual fan account can now access all services. Data from their digital activities, match attendance and physical fanstore purchases all goes into a joined-up view the club has of that fan. The user journey across all properties is seamless, with brand consistency maintained throughout. eCommerce conversion rates are already up (especially on mobile), with the club’s best ever sales for an away kit launch achieved on the new store. You can find more detail on the project in this blog, and the project was also shortlisted for a Sports Technology Award in 2018.

In addition to driving this re-platforming, 7L have also undertaken content strategy and commercialisation projects with LCFC, as the club look to capitalise on their international audience and new properties; in the 2018/19 season our focus is on growing ecommerce revenues.