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FC Utrecht A smart website

Concept CX design CX framework CX strategy UX design Website development

FC Utrecht is a top tier football club in the Netherlands, with a passionate and truly involved fan base.

Super-fan platform

They challenged us to create a super-fan digital platform that would build excitement and feed each fan’s devoted loyalty.

Smart website, an individual experience

We know our fans. They come from all over, and with individual interests, expressing their passion for the team in very different ways. The first step was building a smart website and e-mail platform that would serve their individual and varied needs. By integrating a customer data platform in the website, we were able to provide tailor made content and experiences combinations, individual to each fan. We achieved this with the use and integration of all fan data from different sources to a central source.

Fan reaction

Thanks to heightened personal relevance, FC Utrecht has seen fan enthusiasm convert to surprising numbers: 28 percent more unique page views, 12 percent more sessions and an increase in turnover through the web shop of more than 100 percent. It's a site right ‘from the heart’ that develops followers into super-fans.


The success drew more than just fan attention, with FC being awarded Website of the Year 2019 and 2020 in the category Football.

This new online platform is an important next step in the online strategy of FC Utrecht. Based on data, it enables us to connect with our supporters ever so efficiently.

Joost Broerse, Commercial Director FC Utrecht