Sunderland AFC has today launched a brand-new official website, located at www.safc.com, as the countdown to the 2016-17 Premier League campaign continues.
The club and its digital agency, Aqueduct, have taken an innovative mobile-first approach to design and build to improve performance and user experience across multiple devices.
A significant proportion of the club’s digital traffic now comes from mobile devices, with fans consuming more and more content on the move.
The design combines elements of the club’s proud history with a modern twist and is Retina-optimised for viewing on high-resolution screens across desktop, tablet and mobile.
The site continues to feature SAFSEE, the club’s completely free video service, delivered by Stream UK.
An integrated online purchasing hub is also being developed and will roll out in due course, offering quick and easy access to all the club’s products and services in one place.
This will allow purchase of a wide range of club inventory online 24 hours a day, providing a quick and easy service for supporters and clients.
Commercial director Gary Hutchinson said: “We are delighted to reveal our new official website, which has been completely rebuilt from the ground up using the latest technologies.
“As a club, we recognise the ever-growing importance of digital and the new website represents a significant investment.
“We have a number of exciting projects in the pipeline over the coming months as we look to grow our digital reach around the world.
“The site also forms an important part of our developing digital strategy, and underscores the club’s commitment to a customer-first approach for supporters, partners and other stakeholders.
“The next phase of our digital development plan will see the club’s commercial inventory integrated into the digital environment. This means the likes of events and hospitality will be available to purchase online along with retail and ticketing.
“We look forward to making continued progress in the digital space.”
Rob Oubridge, CEO of Aqueduct, added: "We’re extremely proud of the new site.
“The club’s progressive approach to a digital relationship with fans has allowed us to work in unprecedented collaboration with the in-house team. The resulting platforms are future-ready and will continue to evolve with new ideas and technologies."
Sunderland AFC and Aqueduct recently extended their agreement until 2019, covering design and build, ongoing services and digital strategy support.
The club first partnered with the agency in 2012, leading to the launch of the Premier League’s first mobile responsive website later that year.
