Crystal Palace

Crystal Palace FC is a Premier League football club whose fortunes on and off the pitch have risen in recent years, including winning both the FA Cup and Community Shield trophies in 2025.

Even before its double cup-winning season, CPFC had an ambitious transformation agenda to enrich the club’s owned digital platforms and expand, engage and capitalise on its digital fan base. The club needed a new data infrastructure to deliver enhanced digital experiences and services, and personalisation for each fan across the website and app.

Technical expertise was required to integrate InCrowd’s digital experience platform Bridge with services for ticketing, the ecommerce store and fantasy football. Palace TV on-demand video and real-time match data from sports analytics platform Opta also needed to be considered.

UNRVLD has worked with CPFC to transform digital fan engagement, celebrating the identity of the club while enabling relevant content to be easily published and discovered. Fan insight has informed a digital engagement strategy leveraging the new platform and a mobile app, plus a programme of continuing improvements.

We led the design and build of a slick new website enabling CPFC’s web team to easily create and publish themed hubs and content to support a variety of marketing initiatives – including an FA Cup Final hub.

Exclusive content is accessible via registration and/or paid-for memberships, with single sign-on providing a single view of the fan. Fans are served relevant content - including live and interactive match-day content - based on membership status, content preferences and habits. Large spikes in traffic are now easily handled with Vercel hosting.

• 78%

  Session increase after the new site launched

• 1 million

  App sessions in April 2025

Together we’ve commercialised the direct-to-fan relationship with a suite of products, services and campaigns that connect Palace’s loyal fans around the world while the team delights them on the pitch.

Relaunching the club’s website had a profound fan engagement and commercial impact. Sessions rose 78% and there was a 40% increase in revenue from memberships.

The enriched content capability came into its own during the 2024/25 season when Crystal Palace made it to the FA Cup final. More than 150 articles were published on the club’s site in two weeks within a dedicated hub. This led to a record-breaking season and Cup Final day for CPFC’s digital estate – with more sessions, page views, users and engagement than ever before.

We continue to work with the Club to deliver enhanced experiences across its digital estate, including a major relaunch scheduled for the 26/27 season.