Chelsea FC, one of the winningest Premier League clubs, also has one of the most passionate fanbases globally. Recognizing their digital properties did not match the engagement and passion of the on-pitch action, the club sought to double their engagement — and grow its fanbase — within a seven-year window.
Chelsea FC tapped Infront X to create a bespoke digital product strategy, synthesizing customer insights and organizational needs to inform short-term and long-term product roadmaps and the evolution of the club’s digital platforms.
To truly understand Chelsea’s global fanbase, we worked closely with their stakeholders. Numerous strategic sessions, executive interviews, and data-driven research shaped the platform we would ultimately deliver.
We aggregated fan feedback through extensive research which was synthesized into the product designs. These designs, tested via rapid wireframing and prototyping, resulted in the launch of the club’s 5th Stand app. This fan-focused mobile app, which gives fans both local and global unprecedented access to the club, has quickly become one of the most downloaded sports apps globally.
In addition to the global and local fan community features, the Chelsea FC 5th Stand app enables fans to check-in to a match, virtually support the club and interact with other fans worldwide.
Since the launch of the app, the club’s reach and engagement metrics have increased significantly. We remain engaged with the club on several initiatives as we work to identify additional engagement and commercialization opportunities.