Bath Rugby Website


Client: Bath Rugby
Category: Digital (Websites)

Executive summary

There are twelve clubs in the English rugby Premiership, the majority of which use a generic website template, offering no stand out or differentiation apart from club colours and sponsor names. By the end of 2010, Bath Rugby had a new owner, Bruce Craig, new training facilities and big plans for the future. A sharper focus on their digital communications strategy was the next stage of evolution, offering a clear statement of intent to fans and stakeholders alike.

At the beginning of 2011, Positive were appointed Bath's digital partner and tasked with developing a first class website, online shop and mobile site that connected with fans, recruited new supporters, improved revenue and reflected the brand, ambition and vision of the club.

The figures over the last season have been impressive:

  • Newsletter signups: +337% year-on-year
  • Shop sales: +33% in first three months
  • Facebook fans: =313% year-on-year
  • Online ticket sales: +28% per match
  • Mobile visits: +100% from first to second half of season