Case Study: NRL unifies 19 websites & 7 digital properties into one content hub and increases user base 34% with Optimizely

How Optimizely is helping transform a scrum of sites into one seamless, efficient content hub for millions of visitors every week

The National Rugby League (NRL), Australia’s top-level men’s rugby competition with over 5 million fans and a digital network spanning 19 websites and seven digital properties, struggled with a decentralized legacy tech stack that fragmented content workflows, limited integrations and personalization, and constrained analytics across high-volume content production.

By consolidating onto the Optimizely Content Cloud, NRL unified its sites on a single CMS, simplified syndication and search, enabled faster publishing and data-driven personalization, and reduced infrastructure complexity. The platform helped double NRL’s audience, deliver a >34% year‑over‑year user increase, serve over 3 million weekly users, boost app engagement, and improve team productivity.

NRL

Domenic Romeo

Head of Technology