Leicester City FC on how they plan to make their redeveloped digital platform 'the hub of everything we do going forward'

Leicester City have released a beta version of their new site ahead of the full launch on 21 June

Leicester City FC have overhauled their website and added an array of new features including a live match centre and free match highlights in a bid to drive fans to the club’s owned platforms.

The new site follows on from Leicester City’s decision not to renew its contract with the English Football League Digital, which is responsible for the development of its member clubs’ websites.

By opting for their own bespoke platform, the 2015/16 Premier League champions have been able to work with website creators Pulselive and digital consultants Seven League to build the site to their own specifications.

The beta for the new site features a clean design that is fully-responsive across desktop, tablet and mobile platforms. The club are encouraging supporters to provide feedback ahead of the full launch of the new website on 21 June.

New features will include a ‘Live Match Centre’ which will provide fans with live audio commentary through LCFC Radio, live text commentary and live match stats on matchdays from the Premier League’s official media data partner Opta.

Leicester City will also make all of their LCFC TV and LCFC Radio content, including exclusive interviews and match highlights, available for free on the site.

Commenting on the digital redevelopment Leicester City’s chief executive, Susan Whelan, said: “Healthy investment in the long-term improvement of such assets has been a feature throughout King Power’s ownership of the Club.

“Now that we have secured full digital independence and can tailor such investments to strive for an online experience that is best in class, our supporters can look forward to further advancements in our digital offering across commercial and editorial platforms.”

The focus on strengthening their own platform reflects the evolving economics of top flight sport and the desire among clubs to drive audiences to owned platforms rather than allow social media companies like Facebook to monetise their audiences.

Speaking to The Drum, Leicester City’s multimedia manager, Sam Chambers, said with the new site the club are aiming to shift the focus more towards their own platform.

“We’re looking at tailoring content per platform rather than placing everything everywhere, but our main aim will be driving people back to our website,” said Chambers.

“We want our website to be the hub of everything we do going forward,” he continued. “In previous years, our strategy has been all about reach and getting Leicester City out to as many people as possible, but going forward, we are looking to refine our overall strategy, tailoring content to the audiences on each platform.

“Our main aim with our new platform is to give our fans an excellent digital experience, which is why we’ve placed great emphasis on integrating all digital services, which included content and e-commerce.”

Both Pulselive and Seven League have a strong portfolio of partners across sports, business transformation, social and digital content, marketing and tech innovation. Pulselive has worked with the Premier League and the International Cricket Council. Seven League has been a partner of Leicester City’s for 18 months and has a client list which included FC Barcelona, Juventus and the Green Bay Packers.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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