Case Study: BT Sport achieves 39% more visits and 35% faster page loads with Adobe Target

BT Sport reimagines digital sports content with Adobe Experience Manager

BT Sport, one of the UK’s leading sports broadcasters, faced an aging CMS, siloed data and slow manual authoring that limited its ability to deliver a user-led website and mobile app with personalised journeys. To relaunch its digital customer experience the team adopted the Adobe Experience Cloud—notably Adobe Experience Manager for content automation and Adobe Target for personalization—plus Adobe Audience Manager, Adobe Analytics and Adobe Support to break down siloes and automate integrations.

Working with Adobe technologies, BT Sport rebuilt its site and app with automated tagging, API-driven content feeds and adaptive pages, and used Adobe Target to tailor calls to action and user journeys. The switch delivered measurable gains: visits rose 39%, page views climbed 19%, pages load 35% faster, the team spun up 200 tag pages and created 4,000 match-day pages in 20 minutes, and content editing time was reduced by an estimated 47 days per year—outcomes achieved with ongoing help from Adobe Support and Adobe Target.

BT Sport

Matthew McMahon

Digital Product Owner