Digital Transformation of ATFC

When I arrived at Aberystewyth Town Football Club in October 2024, ATFC’s digital presence was due for a major upgrade. We needed a modern website and online tools to better connect with tech-savvy fans and streamline operations.

I led a comprehensive digital transformation that started with launching a brand-new official website for the club. After 12 weeks of non stop work in designing, buidling and refining a new website, along with creating all the graphical elements, copy, SEO and development of key intergrations the site was ready.

The new site became the central hub for news, fixtures, and multimedia, but importantly it also integrated e-commerce capabilities for tickets and memberships. We introduced an online ticketing system that allowed fans to buy match tickets and event entries on their phones or computers. We also created the club’s first digital membership portal with a loyalty points program, giving supporters worldwide a chance to join the Green Army and earn rewards . This shift to digital was about more than technology, it fundamentally improved the fan experience and the club’s revenue streams.

• 500+ tickets sold online: In 2025 alone, supporters purchased over 500 match tickets through the new digital ticketing platform. That accounted for roughly a third of all matchday tickets, demonstrating quick adoption of the convenient new system.

• £5,000+ in new ticket revenue: Online sales brought in more than £5,000 in additional revenue for the club. This was new money previously untapped, showing how going digital can directly boost the bottom line.

  
  

• First-ever membership portal: I launched ATFC’s first online membership scheme, complete with tiered packages and loyalty point rewards for fans. The result was over 100 new members joining in year one. Fans as far away as other countries can now be part of the club through a Digital Member category, receiving exclusive content and even live match commentary online.

  
  

• Better data and fan insights: Every digital ticket and membership gave us valuable fan data. We could see who was attending and engaging, which in turn helped target our marketing. For example, online data showed demand for new events, which directly led to launching the successful AberRAStwyth 5k race series. Data-driven decisions became a norm.

  
  

• Seamless fan experience: Going digital removed friction, fans no longer had to queue on matchdays for tickets, and members could easily access their perks. The website (available in both English and Welsh) became a one-stop shop for fans and even introduced new features like a members’ portal and online shop, making supporting the club easier than ever.

  
  

Ready to bring your club into the digital age? From intuitive websites to online ticketing and membership systems, we can help you transform your fan experience and revenue streams. Reach out to discover how a digital upgrade can take your organisation to the next level.