deltatre creates ‘personalised platform’ for the RFU ahead of Rugby World Cup 2015

In advance of the 2015 Rugby World Cup on home soil, the Rugby Football Union (RFU), in collaboration with deltatre, has launched a new website that will be the new digital home of England Rugby – now live at www.englandrugby.

The rebranded site, from to, is intended to offer rich and exciting content to the rugby community, with relevant news and information for fans, players, coaches, referees, schools and volunteers alike.  Alongside news and information on all England teams, the site offers clear pathways for people interested in rugby to support, play, coach and referee – helping the RFU with its aims to grow the game.

The fully responsive site has  improved the user experience enabling an array of personalised content, whether browsing on a PC, mobile or tablet. Content encompassing exclusive player interviews, personalised news and captivating video from England Rugby TV will encourage users to stay longer and explore, supported by integrated social media activity to over 1.4m Facebook and Twitter followers.

Meanwhile, the ‘My Rugby’ section allows those involved in the game to personalise their online experience, including the news and fixtures they see, according to their own preferences. The website’s full integration with a CRM system, delivered in conjunction with IBM, will promote engagement further with accurate targeting of content and opportunities.

Describing the launch, Hugo Sharman, director at deltatre, said: “Over the past year we have worked incredibly hard with all the key stakeholders in England Rugby so that the best content is presented in the best way to all users, regardless of where they are and what device they are using. Not only is the design new but so is the technology supporting it, including deltatre’s Content Management System, Forge, which specifically meets the demands of live sport.”

The website’s architecture is scalable to meet the demands of high traffic peaks during live games, and features live results and global fixtures. It will continue to feature IBM TryTracker, pushing the boundaries of live sport, showing visual keys for England’s crucial games leading up to the Rugby World Cup 2015. deltatre’s LiveBlogging tool will be an important feature within IBM TryTracker going forward. The results, says deltatre, will be the invigoration of coverage of live events via social content, pictures, videos and event updates.

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