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East Midlands Chamber News

Website launch sees Purpose Media extend its innings with Derbyshire County Cricket Club

Derbyshire County Cricket Club and Purpose Media have extended their long-standing partnership for another season, which has seen the creative agency develop and launch the club’s new website.

The alliance between the two organisations began in 2014, with Purpose Media becoming a sponsor of the club and providing online and digital support and consultancy to its sales and marketing teams.

The club has worked closely with the South Normanton-based firm in recent years to expand its non-cricket business. A dedicated events website has led to online enquiries for corporate events increasing by 172% and Christmas party nights selling out for successive years.

Purpose Media will continue its support for the 2020/21 cricket season, on the back of winning the brief to deliver the club’s new online platform, which launched earlier this month.

The new site has been designed with the club’s supporters in mind, to create a seamless, personalised and fully integrated journey for users. Its clean design is on-brand and easy-to-edit from an administrator’s point of view.

It provides the club with additional avenues to generate traffic and raise extra revenue through sponsorship and other commercial opportunities, as well as integrating with the club’s ticketing and merchandising functions and online match centre and video streaming service, enabling supporters to purchase everything from one place and creating a more engaging and immersive experience.

Since going live, overall traffic to the site has increased by 49%, with organic traffic increasing by an average of 128%, as well as doubling the average amount of time supporters spend on the site.

On the back of the new website going live, Purpose Media will continue to provide digital and marketing support to the club over the next 12 months, to help it raise the profile of its various initiatives, including its Derbyshire Experience events and hospitality offering and its community arm, the Derbyshire Cricket Foundation.

It will also continue its sponsorship of the club’s Live Stream service, which is set to broadcast up to 50 days of home First XI and Second XI cricket in 2020, with worldwide audiences expected to reach over 150,000 unique viewers.

The new site is the latest in a long line of online platforms that Purpose Media has developed for professional sports clubs. Other clients in this sector include Derby County FC, Leyton Orient, Middlesex Cricket and Rotherham United FC, along with grassroots organisations including Sleetmoor United FC and the Nottingham Forest Community Trust.  

Matt Wheatcroft, Purpose Media’s Managing Director, said: “We’re delighted to be extending our partnership with Derbyshire County Cricket Club for another year and, more importantly, launching its new website to help it create a more engaging online experience for its supporters.

“The club, and our relationship with it, has gone from strength-to-strength over the past six years and it has been great to have been a part of its journey.

“With some exciting initiatives ahead, we’re keen to see our relationship strengthen even further over the next 12 months as we support it as it works towards achieving its commercial and sporting objectives.”

Ryan Duckett, Chief Executive of Derbyshire County Cricket Club added: “Purpose Media is a long-standing and valued club partner and it’s fantastic to have its team on board for another season.

“We’ve been hugely impressed by the work that Purpose Media has done to transform our website into an online platform that puts our supporters first and enhances the overall experience they receive when they engage with the club.

“It also opens up several new commercial avenues and opportunities for us to explore, as well as streamlining many of our business-critical processes such as ticketing and merchandise. With digital transformation starting to sweep across cricket, we’re confident our new website will keep us at the forefront of the way clubs promote themselves online.”