Won't be a jiffy

Pontypool RFC

Designing a website which delivers a rich fan experience, increasing engagement and involvement, as well as providing flexible content control.

The Brief

Pontypool RFC has a long history within Welsh rugby and is one of the most notable clubs, being present at the formation of the Welsh Rugby Union in 1881...

The club approached us to create a new website that would replace their existing and dated solution.

Our brief was to design and build a website that would rival the biggest of sporting clubs and organisations and promote the club’s rich heritage and historical status.

Fan First

Putting the user at the heart of the redesign.

Clever Content

Displaying content in clever and engaging ways.

Back-End Solution

Giving the club total control over their website.

Putting the Fan First

We conducted in-depth research into what the fans want from the digital presence to ensure that they were at the centre of the design process.

The website needed to provide a rich experience to fans, bringing relevant and engaging content to the surface. They wanted results, fixtures and news to be readily accessible, and doing this in a visually engaging way made it more easily consumable.

The website also needed to support and enhance the clubs content strategy, allowing them to create content that would engage the modern fan.

A Powerful Back-End Solution

A back-end solution was required that would allow the club to manage the matches, results, news, statistics, social media content, tickets, and many other features.

As fans rely on receiving information about the club instantly and efficiently, it was essential that content could be updated quickly and easily.

By customising the modules from our content management system, Social Suitcase, we were able to provide a flexible and powerful solution.


  • Much improved user experience for website visitors
  • Powerful content management system to allow the club to manage the website
  • Average time on the site has increased from 1:12 to 3.43
  • Returning visitors has increased from 18% to 35%
  • Website receiving 16% more traffic per week on average
  • Webby Honouree Award 2016 – Best Sporting Website 2016

“Blue Stag have become a trustworthy extension of our commercial operation and I would happily recommend them to fellow sporting operations. Blue Stag delivered a project that completely aligned with our brief. In light of that, Pontypool RFC will continue to work alongside Blue Stag in future projects. Blue Stag and Pontypool RFC’s collaborative approach was rewarded with the club being presented with a Webby Honouree award in April 2016 – something that we are all highly proud of”

Ben JeffreysChief Executive Officer, Pontypool RFC