As a proud, long-standing partner of Derbyshire County Cricket Club, we were delighted to mark the next phase of our relationship by launching a new-look, fan-focused digital platform in time for the 2020/21 cricket season.
Our relationship with the club stretches back to 2014 when we first became a sponsor along with providing online and digital support and consultancy to its sales and marketing teams.
Over the years, we’ve developed several websites for the club, including its official website, a dedicated site for former skipper Wayne Madsen’s testimonial year in 2017, and dedicated standalone events, which has helped to increase online inquiries for corporate events by 172% and led to Christmas party nights selling out for successive years.
We’ve extended our support of the club for another year and have also just launched a new and fully integrated online platform, which puts its fans at the heart of the experience.
The new site, which went live earlier this month, builds on the success of previous highly interactive websites we have built for clubs in the professional sports arena, including Derby County FC, Rotherham United FC, Leyton Orient FC, Middlesex Cricket and Toronto Wolfpack RFC.
A fan-first platform
When the club decided it was time to refresh its existing website, we were ideally placed to help it achieve the kind of digital transformation our bespoke platform has brought about for other sports clubs.
We were tasked with building a highly interactive, engaging new platform, developed to ensure it meets the needs of supporters, fans and partners, is fully mobile-responsive and has a fresh, clean, on-brand design.
It provides the club with additional avenues to generate traffic and raise extra revenue through sponsorship and other commercial opportunities, as well as integrating with the club’s ticketing and merchandising functions and online match centre and video streaming service. This enables fans to purchase everything from one place and creates a more engaging and immersive experience.
New features give fans more ways to connect with the club
Building on Derbyshire’s established digital brand, the site has a clear and easy-to-use interface, as well as an enhanced Match Centre, all designed with the aim of improving the experience for fans.
The new Match Centre is the best place to follow the club throughout the season, putting fans in the heart of the action.
New features such as ball-by-ball text commentary, live scorecards, in-game clips and a whole host of statistical options on top of the club’s existing Live Stream service mean it has never been easier to follow the action, from anywhere.
A new fixtures page, with competition filters, links to the online ticketing site and Match Centre, and clear information about the matches make it the best place for fans to plan their schedules and get game ready.
All the latest news and updates are available on the new and improved news section, with dedicated categories such as player news, match news and more.
And an integrated new ticketing system, with dedicated sections for each format of the game as well as pages for the East Midlands Derby, the Vitality Blast fixture against Yorkshire at Queen’s Park and the England Women’s ODI against South Africa, makes it easy for fans to secure their place at all the biggest games and events.
The new site is easy to manage from an administrator’s point of view and provides the club with greater visibility about the way the site is performing.
Since going live, overall traffic to the site has increased by 49%, with organic traffic increasing by an average of 128%, as well as doubling the average amount of time fans spend on the site.
It has also generated six times more visits to the club’s online match centre and live streams.
On the back of the new website going live, PM will continue to provide digital and marketing support to the club over the next 12 months, helping raise the profile of its various initiatives, including its Derbyshire Experience events and hospitality offering and its community arm, the Derbyshire Cricket Foundation.
We will also continue our sponsorship of the club’s Live Stream service, which is set to broadcast up to 50 days of home First XI and Second XI cricket in 2020, with worldwide audiences expected to reach over 150,000 unique viewers.
Driving digital transformation in sport
Matt Wheatcroft, PM Managing Director, said: “We’re delighted to be extending our partnership with Derbyshire County Cricket Club for another year and, more importantly, launching the new website to help it create a more engaging online experience for its fans.
“The club, and our relationship with it, has gone from strength-to-strength over the past six years and it has been great to have been a part of its journey.
“With some exciting initiatives ahead, we’re keen to see our relationship strengthen even further over the next 12 months as we support it to work towards achieving its commercial and sporting objectives.”
Unlocking Derbyshire’s digital potential
Ryan Duckett, Chief Executive of Derbyshire County Cricket Club said: “Purpose Media is a long-standing and valued club partner and it’s fantastic to have its team on board for another season.
“We’ve been hugely impressed by the work that Purpose Media has done to transform our website into an online platform that puts our fans first and enhances the overall experience they receive when they engage with the club.
“It also opens up several new commercial avenues and opportunities for us to explore, as well as streamlining many of our business-critical processes such as ticketing and merchandise. With digital transformation starting to sweep across cricket, we’re confident our new website will keep us at the forefront of the way clubs promote themselves online.”
You can check out the new website at www.derbyshireccc.com.