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U.S. Soccer unveiled its first fan-focused mobile app alongside a new website today, launching the new digital platforms that will work in concert to better serve and engage fans.
The unveiling is the first in a series of enhancements that will be made to U.S. Soccer’s digital presence as the Federation continues its commitment to making soccer the preeminent sport in the United States, using innovation, data and technology to provide the best possible engagement with fans. The new website and app were designed to launch in preparation for the 2019 FIFA Women’s World Cup in France and the 2019 Concacaf Gold Cup as well as the MNT’s first foray into the Concacaf Nation’s League this Fall.
To better connect fans to their favorite U.S. National Teams, U.S. Soccer worked with AKQA to develop the Federation’s new website and mobile app with a focus on providing a seamless physical and digital experience and deliver unique content that only U.S. Soccer can offer.
“Our aim is to continually elevate the fan experience, to deepen and create more consistent connections to the National Teams,” Ross Moses, U.S. Soccer Director of Analytics said. “With our partners at AKQA, we saw an opportunity to create cohesive, mobile-first experiences that expand our reach and simplify the essentials for attending and following our teams and events. At the same time, we wanted to cultivate that fandom with enhanced content and a personalized experience for our fans.”
The new U.S. Soccer app gives fans an immersive matchday experience for both the USWNT and USMNT, providing the opportunity to explore exclusive content, follow match play via live stats and in an innovative event-tracking display. It also enhances the on-site experience by connecting U.S. Soccer Insiders to activity in and around the stadium and elsewhere.
One such example is the WNT Everywhere campaign, which is designed to increase the WNT players visibility by bringing artistic and digital experiences to cities throughout the country. “Recognizing that our teams play a limited number of matches in any given year, we wanted to expand the ability to experience our teams across the country providing unique content to our fans,” Kay Bradley, U.S. Soccer Brand Director said. Using object recognition technology in the app, fans will be able to align their mobile phone with one of the eye-catching murals and posters to unlock exclusive content about WNT players that will not be available anywhere else.
The new website offers a fresh appearance and responsive design that will deliver the entirety of the site’s content on mobile devices and desktops, while bringing the most relevant news and updates to the forefront.
Significant changes include a streamlined navigation, stats integration, robust content displays and enhanced search capabilities. There is a more in-depth focus on player profiles and the content provided to fans around National Team matches, with pre-, during and post-match information.
U.S. Soccer Insiders is the enhanced loyalty program for USWNT and USMNT fans. As an Insider, fans will unlock exclusive perks like presale ticket access, full access to the mobile app, first look at starting XIs, and early invites to fan events. U.S. Soccer Insiders is free and fans can upgrade to enjoy even more benefits.
When fans sign up as an Insider, they’ll have control of their own profile via a dashboard on the official app and ussoccer.com that will facilitate personalized content and communications so that Insiders are getting the most relevant experience across digital and physical touchpoints with U.S. Soccer. The dashboard is also where Insiders can track all their CAPS from matches they attend – just like the players.
