Sports Media Company Offers Engaging Design and User Experience
BOULDER, Colo.–(BUSINESS WIRE)–The18,
a sports media company with a mission to create the most entertaining,
viral soccer content in the world, has launched a newly designed website
to create an immersive, multimedia experience for fans.
The new site is aimed at the growing number of young, diverse fans who
represent an important demographic for advertisers. With soccer
established as the fastest-growing sport among young audiences in the
U.S. but yet still under-emphasized by major sports media, the concept
is ripe with opportunity. The18 responded with a media brand entirely
focused on soccer and an approach to telling stories that rapidly spread
across social media.
As a result of this strategy, in August 2016, The18 generated more than
25 million content engagements across platforms and ranked as a top 100
sports site in the U.S. and top 200 site overall in the U.K. (based on
Quantcast audience data). With the new website live, The18, which is
currently raising a round of Series A funding, anticipates an even
greater ability to create and distribute content that drives high
“In redesigning the website, we focused on creating an experience that
is the digital equivalent of a high-end magazine,” Pete
Burridge, president and CEO of The18 said. “We want fans to be wowed
with the visually appealing experience. We also designed the site for
exceptional performance on mobile and social media. This means ensuring
fast load times, presenting videos and photos in ways that encourage
sharing, and introducing more intuitive navigation.”
Rather than basing its organization on geography or team alone, The18
also lets fans navigate based on the type of content they want and the
mood they’re in. This mirrors how fans interact with social media – and
makes it easier to find content that interests them.
“We believe it’s more meaningful to think about soccer fans in terms of
their attitudes and behaviors instead of simply the team they support or
where they live,” Matt
Jenkins, COO of The18 said. “After all, two fans of the same team
might have nothing else in common. So we’ve spent two years building a
deeper segmentation of users based on their interaction with our content
and built the new site to reflect how fans think.”
The evolved website offers users a diversity of ways to interact.
Sections are organized around key types of frequently engaged content:
News, Entertainment, Videos, Photos, Learning and Gear (with the
opportunity to link directly from content to e-commerce). Within each
tab, The18 allows users to navigate by geography, interest area, or by
whatever interest is top of mind.
Additionally, the site features an always-evolving Topics section that
aggregates content around subjects currently buzzing in the soccer world
or where there is significant user demand. This allows The18 to explore
aspects of global soccer culture in greater depth.
The18 is where soccer lives. We are a sports media company that brings
together content expertise with brand sophistication derived from our
close relationship with sister company Greenhouse
Partners, an award winning brand and advertising agency. Fans will
find a fresh take on soccer news, entertaining and learning content, as
well as soccer lifestyle apparel. The18 is available to an on-the-go
audience whenever and wherever they want. Up your game at www.the18.com and
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