Leaders Interview: West Brom's Digital Success

Leaders in Sport’s David Cushnan talks to West Bromwich Albion’s Head of Marketing Laura Gabbidon, and Other Media’s Managing Director George Crabb about the club’s departure from EFL Digital to develop their own website and apps and how incredibly successful this has been, with so much more still to come.

"We saw incredible results in terms of referrals to our ecommerce platforms"

Laura Gabbidon, Head of Marketing

West Bromwich Albion

You can watch the full interview, below, to find out what they did, why, and how it’s transformed the fan experience and produced an enviable 451% return on investment.

The interview uncovers insights such as:

  • Enhancing revenues through retail, ticketing
  • Improving the fan experience
  • New opportunities with sponsors and partners
  • The Other Media process and Clubcast Fan Experience Platform
  • What clubs of any size can do to up their digital game
  • Authentically reflecting the club brand

"We were so excited when we first saw the designs because it really felt like us."

Laura Gabbidon, Head of Marketing

West Bromwich Albion

"The main thing I would say to clubs is "think mobile"...that’s the way that you can make a difference to the supporters, to the fans and to how they interact with the club, and how you can unlock some new commercial opportunities as well.”

George Crabb, Managing Director

Other Media

West Brom Case Study cover

West Brom Success Story

Download the case study to see more of the project that is proving such a hit with fans and reaping rewards for the club