Aqueduct to create new Sunderland Football Club site after being appointed lead digital agency
Sunderland Football Club has appointed London-based Aqueduct as its lead digital partner following a tender process.
Aqueduct's brief is to create the Black Cats' new website and draw up a full digital strategy and three-year plan.
Working with the club's digital media team, the agency will take the lead on design, tone of voice and technology for the new site, which will be launched in time for the start of the new Premier League season in August.
The club hopes that investing in digital will help it gain international reach, engage better with supporters and benefit sponsors and partners.
Aqueduct has also been briefed to help the club promote its official charity through digital means.
Rob Oubridge, managing partner at Aqueduct, said: "Sunderland is a central beacon of life in the community and people are incredibly loyal to the football club whether they are a football fan or not, and it is this commitment we want to recognise and reward.
“It is important to understand your audience in real detail, so we will be taking a user-centred approach, involving Sunderland fans in the process of devising digital products and platforms. We will also be developing a CRM programme to organise and develop existing data and devising products and initiatives in line with insights we glean into fan behaviour.”
Aqueduct is also the lead digital agency for Manchester City.