Taking fans straight to the goal: +£8 spend per head for Sport London
ETM Group is one of London’s leading hospitality operators, known for its portfolio of high-energy sports venues and premium dining experiences.
With a reputation for delivering unforgettable match-day atmospheres, ETM’s venues are a favourite for sports fans looking for great food, drinks, and a vibrant setting to catch live events.
But the marketplace is competitive. London is home to a wealth of hospitality venues vying for the attention of sports fans, meaning standing out requires more than just big screens and mouthwatering menus.
The solution
A unified platform for seamless experiences
One of the biggest hurdles ETM faced was managing multiple independent websites for their venues. This approach not only diluted their search visibility but also made cross-sell opportunities almost impossible to capture.
To tackle this, we consolidated all venues under a single, centralised website – the new Sport London platform. This transformation allowed customers to effortlessly explore multiple venues, browse events, and find what they needed, all in one place.
For ETM, the benefits were just as clear. A simplified CMS meant their marketing team could easily manage content updates and campaigns across the brand without juggling multiple platforms. By reducing duplication and streamlining processes, they could refocus their resources on growth and innovation rather than operational overheads.
A mobile-first approach
With mobile users making up the majority of visitors, speed and responsiveness were key priorities. The old venue websites suffered from slow load times, creating frustration amongst users and harming search rankings.
The new Sport London site was designed with a mobile-first approach, prioritising speed and usability on smaller screens. This not only elevated the browsing experience for on-the-go users but also aligned with Google’s mobile-first indexing standards, enhancing organic visibility.
A reimagined booking journey
Booking a table at a sports venue should be quick and painless – but the old system was anything but. Customers faced friction at every step, leading to frustration and drop-offs.
We worked closely with ETM to overhaul the booking experience using a customised Collins integration. The new flow allowed users to pre-fill fields based on previous visits, reducing the time and effort required for repeat bookings.
This wasn’t just about making life easier for customers; it was about driving conversions. By removing barriers, we created a journey that not only boosted immediate bookings but also encouraged customer loyalty through convenience and ease of use.
AI-driven content for dynamic event pages
Managing content for multiple venues showing different sporting events could have been a logistical nightmare for ETM’s marketing team. We turned to artificial intelligence (AI) to solve this challenge, which helped us create dynamic event landing pages.
These pages pull data from integrations like Fanzo, automatically generating league, team, and fixture pages based on real-time updates. This keeps the website fresh and engaging while allowing ETM to target long-tail keywords, driving search visibility without increasing workload. The AI was trained with examples incorporating SEO best practices, ensuring content is optimised to stand out in search results. From football finals to boxing bouts, customers can now find detailed, up-to-the-minute information for their favourite fixtures in seconds.
A high energy interface
Leveraging animations, microinteractions, and bold branding elements, we created a platform packed with energy and excitement. Every interaction feels dynamic and engaging, reinforcing Sport London’s position as a hub for fans across the city.
The results
The new Sport London website doesn’t just meet ETM’s immediate needs – it’s a scalable, future-ready platform designed to grow alongside their ambitions.
By unifying their digital presence, elevating the customer experience, and delivering operational efficiencies, we’ve set ETM up for long-term success, cementing their position as London’s go-to sports venue.