How do you build a scalable digital platform for a football club with millions of fans and peak moments of 36,000 concurrent users? Feyenoord wanted to give their supporters the true Feyenoord feeling, even outside the stadium. Together, we consolidated 11 websites into one CMS, developed a new app with live match centre and streaming integration, and built an architecture that handles peak traffic effortlessly. The result: a digital fan experience at Champions League level, tested and proven during De Klassieker.
11 websites consolidated into 1 CMS (Sanity)
New app with live match centre and Feyenoord ONE streaming
36,000+ concurrent users during matches
75% mobile traffic (~700K sessions/month)
Digital translation of new brand identity
From strategy to continuous development as one team
The challenge
How do you make supporters who aren't in the stadium feel like they're right in the middle of the action, especially during matches with more than 36,000 concurrent users?
The solution
A consolidated digital ecosystem: 11 websites merged into one CMS, a new mobile app with live match centre, and a scalable architecture that handles peak traffic effortlessly.
Feyenoord x iO: the digital future of the Netherlands' biggest people's club
Feyenoord Rotterdam is a dynamic and successful Dutch football club competing at the highest level. With core values of ambitious, resilient and unifying, the club proudly represents Rotterdam, always striving for new heights.
We work with Feyenoord as a multidisciplinary partner for their complete digital transformation. From creative strategy and UX/UI design to technical development and ongoing management: the collaboration spans the full spectrum. We researched what international top clubs are doing digitally and translated those insights into Feyenoord's DNA as a people's club. Together, we're building a digital future where every supporter feels part of Feyenoord, anytime, anywhere.
Why football clubs need a scalable digital fan experience
The tension in the stands, the adrenaline shared by players and supporters, the unpredictability of the match: football is pure emotion. But how do you convey that feeling to supporters who can't be in the stadium? For Feyenoord, the Netherlands' biggest people's club, this was a fundamental question.
The old digital landscape was fragmented: 11 separate websites, each with its own technology and management. This made it difficult to deliver a consistent brand experience and to scale during peak moments. With more than 75% mobile traffic and 700,000 sessions per month, a mobile-first approach was essential.
How do you consolidate multiple websites into one CMS?
A professional football club often has multiple digital platforms: the main website, a supporters platform, pages for community initiatives, an academy site, a corporate website and more. At Feyenoord, that meant 11 separate websites.
The consolidation to Sanity CMS included:
Careful content migration while preserving SEO valueIntegration of De Kameraadjes (youngest supporters), Het Legioen, community initiatives, Feyenoord Academy and the corporate website under Feyenoord.comComplete rebuild of DeKuip.com, the website for the iconic stadiumA reliable and consistent digital ecosystem
Sanity CMS offers the flexibility a football club needs: headless architecture for multi-channel publishing, real-time content updates during matches, and scalability for peak moments.
What features should a football club fan app include?
Supporters want to stay continuously connected to their club. The new Feyenoord app offers:
Live match centre: real-time match reports, statistics and updatesFeyenoord ONE streaming: premium video content and live matchesTicket sales: easy ticket purchasing directly from the appExclusive content: behind-the-scenes videos and club newsPush notifications: instant updates on goals, results and news
The app is designed with a mobile-first philosophy: intuitive navigation, fast loading times and an interface that embodies the Feyenoord feeling.
How do you handle 36,000 concurrent users on a matchday platform?
Peak moments are the ultimate test for any digital sports platform. During matches, traffic spikes explosively. The architecture must handle this without delays or downtime.
Our approach for Feyenoord:
Scalable cloud infrastructure that automatically scales up during peak trafficHeadless architecture for fast content deliveryCaching strategies for static contentReal-time updates for dynamic match dataExtensive load testing before major matches
The first big test? De Klassieker against Ajax. Nearly 30,000 supporters used the app to follow the match live, accounting for 64% of daily traffic. A successful baptism of fire that gave confidence for the future.
How does a digital fan experience strengthen brand value?
The digital transformation went beyond technology alone. Together with Feyenoord, we translated the newly developed brand identity to all digital touchpoints. From colour use and typography to tone of voice and interaction patterns: every pixel embodies Feyenoord.
That consistency strengthens brand value on multiple levels:
Recognition: supporters instantly recognise the Feyenoord feelingEngagement: a premium digital experience increases the bond with the clubConversion: a streamlined user experience improves ticket and merchandise salesLoyalty: supporters who feel connected keep coming back
Which agency built the Feyenoord website and app?
iO is the multidisciplinary partner behind Feyenoord's digital transformation. We worked as one team with the club, from strategy and concept to design, development and continuous improvement.
Our role includes:
Creative strategy and concept based on international benchmark researchUX/UI design for website and appTechnical development on Sanity CMSIntegration of streaming (Feyenoord ONE) and ticketingOngoing management and continuous optimisation360-degree brand strengthening, including campaigns like DoeiDoei
We also played a key role in the DoeiDoei campaign: an emotional and memorable farewell for stadium announcer Peter Houtman, demonstrating the power of emotion in brand communication.
We conducted extensive research into what international clubs are doing, the content strategies and revenue models they use. Our ambition was to bring Feyenoord's website and app up to that level.
Tallene
1
Websites consolidated into 1 CMS
1+
Concurrent users during matches
1%
Mobile traffic (700K sessions/month)
1
App users during De Klassieker
1%
Of daily traffic via the app during De Klassieker
A digital home for Het Legioen
Feyenoord now has a digital platform that matches the ambitions of an international top club. The consolidation of 11 websites into one CMS simplifies management and ensures a consistent brand experience. The new app brings supporters closer to the club than ever, with live match reports, streaming and exclusive content.
For supporters, this means: experiencing the Feyenoord feeling, wherever they are. For the club, it means: stronger bonds with fans, higher conversion on tickets and merchandise, and a scalable foundation for future growth. The successful test during De Klassieker, with 30,000 app users and 64% of daily traffic via mobile, proves the platform is ready for the biggest matches.
