Goal.com: Back of the net, on top of the web

This case study describes how a rebrand of football website goal.com gave the brand credibility among supporters who traditionally prefer national and global sites.

Goal.com: Back of the net, on top of the web

Elmwood

Executive summary

BACK OF THE NET, ON TOP OF THE WEB

Football, soccer, futbol, calcio, futebol. Whatever you call it, it's the world's most popular sport. It's played in front gardens, back streets, car parks, country clubs, wasteland and roadsides. It's talked about by all ages, races, sexes and religions- a social currency that forms many a heated debate.

But despite attracting over 30 million monthly hits, Goal.comlacked any real credibility amongst supporters who preferred national sites such as Sky Sports and the BBC, or global sites...

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