Taking Feyenoord’s digital fan experience to Champions League level
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The rising tension in the stands, the adrenaline shared by both players and fans, and the sheer unpredictability of the match: football is all about pure emotion. Feyenoord is a club where passion and experience take center stage, both on and off the pitch. But how do you deliver that ultimate Feyenoord experience to supporters and partners who aren’t in the stadium?
Building a flexible, future-proof website and app was the natural next step. Thanks to our end-to-end approach, from strategy through continuous optimization, Feyenoord now has a digital platform that not only boosts user engagement and loyalty, but also strengthens the club’s unmistakable brand value.
From strategy to continuous optimization
Consolidation of app and website
Enhanced user experience
Live match center and streaming integration
Scalable architecture to handle peak traffic
Digital translation of the new brand identity
Feyenoord. Mobile First.
How do you make fans who aren’t in the stadium feel like they’re right in the middle of the action when you’re the Netherlands’ biggest people’s club? That question sparked our fruitful collaboration with Feyenoord.
Feyenoord set out to offer its supporters a modern, immersive digital platform that leads the way in both experience and technology—especially on matchdays, with more than 36,000 concurrent users. Together with the club, we streamlined the digital ecosystem by consolidating separate websites and developing a new app. The result is a flexible, future-proof platform that fully supports the ambitions of this iconic Rotterdam-based club.
The result? An innovative experience for Het Legioen (Dutch for ‘the Legion’), featuring live match coverage, seamless ticket purchasing, and premium streaming via Feyenoord ONE, all within a stable, peak-proof digital environment. Thanks to this transformation, Feyenoord stays connected with its supporters anytime, anywhere.
Challenge
Deliver the ultimate Feyenoord experience to supporters and partners through a future-ready, well-structured website and app.
Solution
Optimize the digital ecosystem by consolidating multiple platforms, developing a new mobile app, and creating a scalable integration framework, resulting in a flexible, future-proof environment.
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About Feyenoord
Feyenoord Rotterdam is a dynamic and successful Dutch football club, competing at the highest level of the game. The club aims to be recognized internationally as a leading team with a distinctive character: one that inspires and connects through outstanding performances both on and off the pitch.
Feyenoord’s core values are the foundation of everything the club does: ambitious in its goals, resilient in overcoming its challenges, and unifying in bringing together players, staff, supporters, and the city of Rotterdam.
Through innovative digital initiatives and meaningful community projects, Feyenoord embodies the values of collaboration and progress. At Feyenoord, it’s all about shared success and collective growth, driven by close collaboration between players, employees, and fans. With pride, the club represents Rotterdam, always striving to reach new heights.
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Ready for a digital transformation
Feyenoord, known for its deep emotional connection with supporters, set out to deliver a cutting-edge digital experience for its fanbase. The existing online platforms were held back by outdated technology and inefficiencies caused by years of fragmentation. This made it increasingly harder to keep up with growing fan demand. The time was ripe for a digital transformation.
The shared ambition was clear: as a club built on passion and experience, Feyenoord wanted to offer supporters a 24/7 experience in a fresh, innovative way. The goal was to bring the true Feyenoord feeling to life in the digital world.
All of this was designed to drive engagement and experience, strengthen loyalty, and optimize conversion, all without losing sight of technical scalability. It called for an innovative approach that deepens the bond with supporters and at the same time unlocks new digital opportunities.
We started by developing the creative strategy and concept, working closely with Feyenoord to define goals, KPIs, and a clear roadmap. We built the platform with a strong focus on the features that matter most to Feyenoord and its supporters. After launch, we shifted into ongoing management and continuous development, responding to the dynamics of the platform and optimizing it continuously.
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Working as one team
As a blended agency, we partnered closely with Feyenoord across multiple disciplines to bring this digital transformation to life. Our common goal: to take fan engagement to the next level. We researched the digital content strategies and technical innovations of leading international clubs and translated those insights into Feyenoord’s DNA as the “people’s club.” Together, we built a digital future where every supporter feels part of Feyenoord — anytime, anyplace.
Driven by a shared commitment and strategic vision, we completely transformed Feyenoord’s website and app with UX/UI optimizations. We gave the platforms a fresh new look in line with the club’s newly developed brand identity and elevated the overall fan experience. We further streamlined the digital landscape by consolidating multiple platforms, developing a new mobile app, and creating a scalable integration framework. This approach resulted in a flexible, future-proof environment.
“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.”
Sander La Rivière, Art Director - iO
A top selection of eleven websites, one CMS
Feyenoord’s growing digital ambitions made it the right moment to optimize the IT landscape. This included a carefully managed content migration and SEO optimization to safeguard search visibility. Just as important was creating a reliable and consistent digital ecosystem, bringing content for 11 different Feyenoord websites and native apps together in a single Sanity CMS. Websites such as the platform for the youngest supporters (‘De Kameraadjes’, Dutch for ‘the buddies’), Het Legioen, pages dedicated to Feyenoord’s community initiatives, the Feyenoord Academy, and the corporate website are now consolidated under Feyenoord.com. In addition, DeKuip.com, the site dedicated to the club’s iconic stadium, was completely rebuilt from the ground up.
Beyond integrating multiple websites, usability—especially on mobile—was a key requirement. More than 75% of visitors access Feyenoord’s website via mobile devices, accounting for an impressive 700,000 sessions per month.
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From De Kuip to the App
As a die-hard supporter, it’s obvious that you always want to stay connected to your favorite club, at all times. That’s why we built an app that brings Feyenoord’s matches and players even closer to fans. The app is designed around what supporters want most: live match statistics and analysis, as well as video highlights. The revamped Match Center makes it easier for Feyenoord’s content editors to enrich live coverage during matches with additional media: short videos, audio clips, and snippets that bring the stadium experience into the app, so fans never miss a moment of the atmosphere at De Kuip. On top of that, supporters get access to exclusive video content, personalized player information, news, behind-the-scenes stories, and much more.
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The first big test: De Klassieker
The revamped app faced its first major test during De Klassieker, the highly anticipated match against arch rival Ajax from Amsterdam. A game already buzzing with tension, it held extra significance for everyone involved in the app’s development. Nearly 30,000 supporters used the Feyenoord app to follow the match live, accounting for 64% of the day’s traffic. A successful first big day that gave everyone confidence for the future.
A 360-degree brand boost
Our collaboration with Feyenoord didn’t just transform their digital platforms. It redefined fan engagement and brand involvement as well. We played a key role in the DoeiDoei campaign, an emotional and memorable farewell for stadium announcer Peter Houtman, highlighting the power of emotion in brand communication. As a multidisciplinary partner, we’ve supported Feyenoord in their mission to become an ever more innovative and stronger brand—an achievement we are incredibly proud of.
Ready to take your brand to the next level?
Want to transform your brand like Feyenoord? Or are you looking for a trusted partner to help you take the next big step? Let’s talk and explore how we can shape your digital future together.