OneFootball is a Germany-based media company focusing on content related to football. Founded in 2008, its mission revolves around bringing fans closer to football and football closer to fans.
According to Crunchbase, OneFootball has raised a total of $442m in funding in over 6 rounds, with their most recent round being a Series D worth $300m led by Liberty City Ventures (and other investors).
With 100m+ fans worldwide, 300+ content creators, 130+ club partnerships, and 120+ partnered publishers, OneFootball continue to grow towards its vision of becoming the ultimate football platform offering world-class content to its fans globally.
We joined the Growth Tribe to serve as Interim Product Managers within the Consumer Website squad, which was already well functioning with several Engineers, an Engineering Manager, and a UI/UX Designer. A Product Management role was already vacant for a few months when Product People came in support Ad Interim.
Our goal was to support the squad in realigning their priorities towards the tribe’s objectives and the greater company goals and vision in order to enable product-led growth.
The Growth Tribe’s key objective was to deeply understand each fan on our platform in order to serve them with the best-in-class, relevant, and exciting experiences making them come back for more.
We understood that acquisition was not a problem on the Consumer Website. Fans were visiting the website through different channels and were viewing content. However, due to the lack of a medium to activate these users and personalize their experience, we faced a problem retaining these fans.
We conducted around 3 discovery workshops with the internal stakeholders and agreed that in order to build a strategy around product-led growth, it was imperative that we implement a foundation for growth on our platform. As a result, we agreed to work on the following features in the coming cycles:
Our hypothesis was that if we could convert our fans to identified users by activating them through creating an account on our platform, we would be able to provide them with a more personalized experience, thereby increasing satisfaction and retention.
This direction aligned with our tribe’s objective and served as the foundational feature required on the website to enable the growth of our fan base. 🚀
And with that, we launched the features on the Consumer Website 🚀
Within under five months, we saw an organic increase in registered fans (6-digit, xxx.xxx), with over 50% of them giving us consent to reach out to them with marketing communications.
As Interim Product Managers, we supported the OneFootball Consumer Web squad with multiple other initiatives:
💡 Increased monthly active users by ~67%, up to 6-digits (xxx.xxx) and doubled daily page views (initially 5-digit, xx.xxx).
💡 Improved squad efficiency and morale by refocusing our initiatives and tying them to the Objectives & Key Results of the tribe.
💡 The Discovery & Delivery of the Registration, Profile, and Personalization feature directly contributed to our tribe’s objective and set the foundation for providing a more personalized, delightful fan-centric experience on the website.