Case Study: Southampton FC achieves major fan engagement gains and 400% registration uplift with Sitecore

Southampton FC and Delete create true fan engagement fuelled by new Sitecore-based website

Southampton FC needed a new multichannel digital platform to act as a 24/7 broadcast hub, deliver high-quality content, personalise fan experiences across channels, and boost retail, ticketing and sponsorship revenues. After ending its previous FLI-based contract, the club engaged Sitecore (implemented via partner Delete) using Sitecore 8.1, Sitecore xDB and Sitecore Experience Analytics as the core platform.

Delete built a Sitecore-powered site centred on a continuous live feed called SaintsLive, reworked the site architecture for clearer fan journeys, and used Sitecore xDB/Experience Analytics to create rich fan profiles and deliver personalised content and targeted sponsorships. The Sitecore implementation drove measurable gains: sessions +23.6%, repeat visits ~27% (26.98%), video engagement +88%, MatchDay Live users +78%, and a 400% uplift in website registrations.

Southampton FC

James Kennedy

Head of Marketing