Football Association Ireland
- Sport
Overview
Challenge
Football Association of Ireland (FAI) is the governing body of association football in Ireland, formed in 1921. In 2023, led by Katie McCabe and a group of Women's Super League stars, Ireland competed in the FIFA Women’s World Cup Finals in Australia and New Zealand. Looking to inspire the next generation of girls in football, never has it been more exciting to be a part of Irish football.
Limegreentangerine were appointed to design and develop a new FAI website to create change and inspiration within the landscape of Irish football.
The brief was to combine the domestic and international sites into a single stand-alone websites. A user-friendly website that is easy to navigate, keeping new and existing customers engaged in a simple yet insightful way so they can find the content they need quickly and easily.
Approach
Having travelled to Dublin we embarked on an insightful UX workshop session with internal stakeholders within the FAI to understand the Who and Why of the project. From sessions with each of the stakeholder departments we gained an understanding of their target audience and how each area of the FAI plays a significant part in increasing participation of Irish football.
Throughout the discovery phase we learned what the key users tasks and aspirations were and what challenges they faced when using the current site.
By understanding user needs and challenges we were able to define an alternative product and service hierarchy ensuring the content was better organised and easier for find.
Digital strategy
Understanding the who and why
To boost visits to the website, we adopted a user-centric approach that focused on enhancing the overall user experience. We implemented a streamlined navigation system, simplifying the user journey to ensure visitors could quickly find what they needed. Recognising the diverse audience in Ireland — including coaches, players, and volunteers — we created three dedicated home landing pages, each tailored to provide relevant information and resources for these different user groups. This personalised experience provided a fairer way of delivering relevant content to visitors.
For the fans
Bespoke match centre
The new website houses stat-driven content to enhance user engagement and retention. Utilising Stats Perform’s Opta API we developed a bespoke match centre that showcases match fixtures, results, and tables. This area provides real-time updates and comprehensive player information, keeping fans invested no matter where they were. Users can view live line-ups, match day news, and in-depth statistics, fostering a deeper connection with the game. In addition, the platform provides the Football Association of Ireland a dedicated space to advertise, creating new opportunities for engagement with both partners and fans.
Player pages
Leveraging Opta data, we created dynamic player pages that feature career-defining statistics, enabling fans to follow their favourite players or discover new ones. These pages provide comprehensive stats, news, and background information, giving fans a deeper understanding of each player's journey and achievements.Admin can easily update squad information based on ongoing competitions, ensuring that the content remains current and relevant. This approach not only engages fans more effectively but also enhances the overall experience by providing detailed insights into their favourite players.
Ticketing solution
A seamless ticket-buying experience was created utilising Ticketmaster integration. Previously, users had found it difficult to find and purchase tickets online, but the new integration makes it easy to buy tickets from any point on the site— from fixtures to match day. This improvement has seen an increase in ticket sales for the Football Association of Ireland and has received positive feedback from fans. The new ticket area also provides clear visibility of package deals, ticket types, and availability, offering a comprehensive and user-friendly ticketing solution.
Courses
Courses were not readily available on the previous site, making it challenging for coaches and referees to find relevant information.Course are now a distinct section of the website with upcoming courses for grassroots coaching automatically populated from FAI’s COMET system - FAI Connect. The new approach promotes courses both for those looking to start their coaching journey and for those seeking to advance their current qualifications. This enhancement not only makes it easier for coaches to discover and register for courses but also encourages greater participation in coaching development across all levels.
Football Association Ireland
DETAILS
A PATHWAY FOR ANYONE IN GRASSROOTS
By creating a more accessible and user-friendly platform, the FAI aimed to engage a wider audience and encourage people of all ages and abilities to get involved in the sport. Initiatives like the “Play Football” tool, dedicated player pages, and streamlined course information were all designed to make it easier for aspiring players, coaches, and volunteers to find opportunities and join the football community. This focus on grassroots participation is central to growing the sport and fostering a deeper connection with football across Ireland.
Play Football pathway
CMS DEMOS
For a smooth handover several CMS Demos were hosted with the various FAI departments before and after launch to create a strong partnership between the staff and the digital team. Online animated guides were also created to explain how to navigate and use the Content Management System, reducing any concerns about managing the new platform. This hands-on approach empowered staff to take ownership of their sections of the website, fostering a seamless transition and ensuring they can maintain and update the website effectively without needing constant technical assistance.
TEMPLATES
Bespoke templates and reusable content blocks were developed to empower staff to create campaign pages and forms easily, simplifying the process of populating the website. It was extremely difficult for staff to make changes to the previous website. The new website with its enhanced CMS allows each department to effortlessly edit and build their own individual sections, enabling them to update content quickly and independently. This improvement ensures that the website can adapt over time, allowing for more dynamic and timely communication across all areas of the organisation.
Challenge
Solution
Challenge / Solution
/01
Increase Participation in Grassroots Football
To drive greater involvement in grassroots football, we developed a bespoke landing page tailored specifically for users from grassroots backgrounds. This dedicated page features a comprehensive "Play Football" journey, showcasing local opportunities and resources for players at all levels. We integrated course information from COMET (FAI Connect) making it easy for users to find and enroll in relevant training and certification programs. Additionally, the page highlights content aimed at boosting participation in women's and girls' football, and promotes various FAI programs. With targeted information for players, coaches, referees, and volunteers, the landing page serves as a central hub to support and encourage engagement across the football community.
/02
Increase Revenue - Ticketing, Merch & Sponsors
A range of strategies were implemented to boost revenue through ticketing, merchandise, and sponsorships. A bespoke match centre with live data keeps user engagement high, ensuring fans stay connected with real-time updates. The ticketing journey was streamlined using the TicketMaster API, offering a seamless experience whether purchasing a single ticket or a package deal. Dedicated spaces on the website were created for merchandise promotions and sponsorships, enabling effective upselling opportunities. The enhanced ticketing process has received positive feedback from fans, contributing to increased sales and overall revenue growth.
/03
Infrastructure and Funding Governance, Brand Exposure
FAI's website relaunch incorporated a new brand identity, aligning with both governance and national teams. We embedded this refreshed branding throughout the site, adapting the tone of voice based on user location and context. A dedicated governance section was introduced, featuring relevant pages and content to ensure transparency and accessibility. The implementation of a brand-new navigation system significantly improved the user journey, making it easier for visitors to find the information they need quickly and efficiently. This comprehensive overhaul not only enhanced brand exposure but also streamlined the website’s infrastructure to support effective governance and funding initiatives.
