PRO14 Rugby launches its new fan experience platform.

PRO14 Rugby has launched a new fan-focused web platform for one of European rugby union’s leading Championships, the Guinness PRO14, which features teams from Scotland, Ireland, Wales, South Africa & Italy.

This new platform has been designed by digital agency Delete to showcase the Guinness PRO14 as one of the best rugby competitions in the world and deliver on the organisation’s ambitious plans to grow the reach and reputation of both the brand and championship. The new website is a unique destination for fans and delivers a 360-degree experience of the Championship and the wider rugby world while providing PRO14 Rugby’s marketing team with a platform to grow and commercialise their product.

The website looks to match the Championship’s world-class on-field product with a premium digital experience, allowing supporters to fully immerse themselves in all the action round by round via a combination of dynamic match centres, contextual video, featured articles and in-depth stats.

From a technology perspective, Delete worked in close collaboration with InCrowd & StreamAMG to deliver a seamless, personalised, experience across the website, new app (launching in April 2020) and OTT video content, all fed by a rich customer database. Central to the solution is InCrowd’s Bridge platform which incorporates a headless CMS, a DAM, Single-Sign-On solution and Customer Data Platform as well as a Scoring API that is integrated with live Opta data and historic data from Stuart Farmer Media Services.

The result is a powerful digital ecosystem that will unlock the potential of rugby’s most diverse competition whilst allowing PRO14 Rugby to easily adapt to the ever-evolving digital landscape.

PRO14 Rugby Marketing Director Tom Lister, said
“We commissioned Delete with an ambition to develop a flagship website that would position the Guinness PRO14 as the elite and diverse competition that it is and provide a platform that effortlessly brings to life the stories of the tournament across video, written and audio content.  The Delete team quickly embraced this, distilling the complexities of our brief and leading us through a comprehensive strategy & design process.The Delete team have everything that we wanted in a digital partner – the ability to blend innovative design thinking with leading technical know-how, an ambition to push boundaries with commercial pragmatism.” 

Damon Mangos, Strategy & Executive Creative Director at Delete, added: 

“To work with an organisation as internationally renowned as Guinness PRO14 Rugby is both exciting and a testament to the name Delete has created for itself within the sports sector. Our ambition has been to build a best of breed digital ecosystem that will raise the bar of what a rugby website can be – delivering a world-class digital experience for fans and a platform that facilitates PRO14’s commercial ambitions.’

Dan Lipman, Commercial Director at InCrowd, added: 

“This collaboration with Delete and StreamAMG marks a major step forward for InCrowd in our mission to deliver outstanding digital experiences for sports fans. Bridge, which has been designed specifically for sports businesses, allows the team at PRO14 to deliver personalised content to their website and mobile app from a single headless platform, whilst creating a number of operational efficiencies for the PRO14 team. It’s been an absolute pleasure working on this project with PRO14 and all the partner agencies, and we now look forward to launching the Guinness PRO14’s new look app.”

Source: Delete

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