Case Study: NFL drives stronger fan engagement with Code and Theory’s video-first app redesign

NFL boosts app engagement 20% with Code and Theory

The NFL partnered with Code and Theory to redesign its mobile app, which was a static and disjointed experience that failed to match the energy of the league. The challenge was to transform the app into a dynamic, video-first hub that could drive fan loyalty, attract new audiences, and support the growth of the NFL+ streaming service.

Code and Theory implemented a complete overhaul, creating a modular design system that adapts across all 32 teams and the rhythm of the football week. The solution focused on a watch-first experience, reinvented game pages, and personalized content. The results included 2.3 billion minutes streamed in the app, a 20% year-over-year increase in average time spent per visit, over 5 million weekly users, and significant industry award recognition, successfully boosting engagement and NFL+ growth.

NFL