Middlesbrough FC extends ecommerce partnership

Middlesbrough Football Club has extended its contract with Visualsoft aimed at enhancing the club's online retail presence and overall digital strategy

Middlesbrough FC, currently in the English Championship, initially sought Visualsoft’s expertise due to a perceived stagnation of their official retail website. The need for a fresh look and advanced functionality became apparent, prompting the club to partner with Visualsoft for a complete overhaul of their digital presence.

The revamped website introduced a range of essential features, including responsive pages, ease of navigation, robust security and payment options, integration with other systems, a strong visual design, fast and accurate reporting, and data insights. These enhancements were aimed at prioritising the customer journey and user experience, ensuring that every interaction with the site was seamless and enjoyable.

Since implementing Visualsoft’s solutions, Middlesbrough FC has seen a 32% year-on-year increase in revenue. This substantial growth highlights the effectiveness of the digital transformation in driving merchandise sales and enhancing overall business performance.

The extension of the partnership ensures that Visualsoft will continue to support the football club’s future development goals.

Jo-Ann Swinnerton, head of retail and ticketing at Middlesbrough FC, said: “The partnership has gone from strength to strength and along with that trust it has enabled us to approach some new ideas and try things we may not have had the confidence to do in the past. They have opened our eyes to a lot in terms of the opportunities available to us as a business.”