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Crystal Palace

Bringing Palace to the people
Crystal Palace FC
Strategy / Design / Build

A digital transformation befitting of this dynamic and established Premier League football club – with a focus on speed, simplicity and personalised digital experiences.

A bold new direction

The new website and app deliver an experience that is compelling and authentic for Palace’s loyal fans around the world, whilst also helping the club accelerate commercial performance and opportunities.

South London and Proud 

We’ve helped reflect the club’s striking brand personality in their digital brand expression with a slick new website and app.

Creating a direct-to-fan relationship

Exclusive content is accessible via registration and / or paid-for Memberhips, all neatly tied together through single sign-on providing a single view of a fan. Fans are served relevant content and advertising based on membership status and content preferences / habits.

A digital matchday destination

Supporters’ matchday experience is enriched through a new and improved Match Centre with live text updates. These are supplemented by live video/audio broadcasts where rights permit as well as stats and polls, and thoughtfully crafted player profile pages.

Under the hood

It has been built for scale following the JAMstack approach using InCrowd's headless CMS and Vercel as the hosting provider, resulting in lightning-fast performance.

It's just the beginning

This is just the start of the journey. We look forward to future developments as we help Crystal Palace deliver unrivalled future experiences for their fans and business opportunities for their partners.

Thanks to the UNRVLD team for their continued efforts to improve our site. From day one of this project, all our attention was focused on enhancing our supporters’ experience – and we have delivered significant growth across every core metric
James Woodroof
Chief Marketing and Communications Officer, CPFC


Fan engagement strategy
Main club website
Palace TV OTT platform
Retail, Ticketing & Fantasy integration


inCrowd Bridge Customer Data and Experience Platform
StreamAMG Cloud Matrix
JAMstack architecture
Opta sports data integration
Vercel hosting utilising Edge Network CDN


Winner - 2022 Sports Business Awards Best Brand Activation
Finalist - 2022 Webby Awards Best Sports Website
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