Digital Transformation

New Portsmouth FC digital strategy will allow fans to order food and drink directly to seats

By Angela Haggerty | Reporter

Navigate Digital


portsmouth FC article

August 9, 2013 | 4 min read

Fans of Portsmouth FC will be able to order food and drink to be delivered directly to their seats as part of a new digital strategy being launched by the club.

Strategy: Portsmouth FC is working with Navigate Digital

The club will introduce the ‘QikServe’ technology alongside a range of other digital features, including the use of an augmented reality app to bring to life traditionally ‘static’ content and special Groupon offers for match tickets in a bid to increase attendance.

An affiliate marketing programme will also be launched in an effort to drive traffic and revenue at the club’s online store. Media agency Navigate Digital, led by lifelong Pompey fan John Kimbell, is working with the club on a pro bono basis.

Strategy: Portsmouth FC is working with Navigate Digital

“We’re putting digital at the heart of how the club engages with fans and the local community,” said Portsmouth FC manager Micah Hall.

“With smartphones and tablets now so commonplace and so much commerce done on the internet, we want to make sure Portsmouth FC is seen as the club other clubs aspire to when it comes to using online channels.”

Portsmouth FC was taken over by the Pompey Supporters’ Trust earlier this year after a period of financial turmoil. The club came out of administration in April after more than a year of uncertainty. It was the club’s second time in administration in two years.

Kimbell, managing partner at Navigate Digital, added: “Micah and the team at Portsmouth have done an amazing job after the ownership tribulations of recent years.

“We’re aiming to create something truly special for the Supporters’ Trust that owns the club, the fans who come every Saturday and the local community in Portsmouth.

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“In essence, we want to show the world how football and other sports clubs should be using digital technology – and it’s terrific that Portsmouth FC has the desire and aspiration to be one of the first out of the gate.

“We have a number of projects in the pipeline that will be rolled out across the coming months.”

A statement from the club said the strategy aimed to put Portsmouth FC at the forefront of how UK clubs use online channels and digital technology.

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