Case Study: Melbourne Cricket Ground (MCG) achieves 38% mobile traffic growth and improved in‑stadium fan experience with Sitecore

How The Melbourne Cricket Ground Used Responsive Design and Interactive Maps to Enhance the In-Stadium Sport Fan Experience

The Melbourne Cricket Ground (MCG), a 100,000‑capacity stadium and major sports and entertainment venue, faced an outdated, non‑responsive website that couldn’t personalise content, struggled with extreme peaks and troughs in traffic, and no longer reflected the MCG brand. Already using the platform, the MCG decided to upgrade to Sitecore 8.0 to better support growing mobile use, in‑stadium visitors and its digital communications roadmap.

Using Sitecore 8.0 (including the Sitecore Redirect Module and Sitecore Web Forms for Marketers) with integrations such as Microsoft Dynamics and the Google Maps API, Sitecore enabled a responsive redesign, personalised sign‑on and interactive seat/venue maps. The Sitecore implementation cut bounce rates (mobile −11.3%, desktop −12.7%), increased mobile time on site by 14%, drove 38% year‑on‑year mobile traffic growth and pushed total mobile traffic above 50%.

Melbourne Cricket Ground (MCG)

Mick Wingert

Lead Develope