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Innowise is an international full-cycle software development company founded in 2007. We are a team of 1600+ IT professionals developing software for other professionals worldwide.
About us
Innowise is an international full-cycle software development company founded in 2007. We are a team of 1400+ IT professionals developing software for other professionals worldwide.

Umbraco web development: 31% rise in match viewership, coupled with a 24% growth in merchandise sales

Innowise has developed a fully responsive football club website featuring live broadcasts, news, merchandise sales, and match ticketing services.


Marketing, Sport
Client since
Innowise worked on a project for a popular EU-based football club. Detailed information about the client cannot be disclosed under the provisions of the NDA.


The client wanted to improve its online presence and PR, which included the development of a high-quality website for selling merchandise, sharing news with fans, monitoring match schedules, and purchasing tickets.

A major problem was that club members often received fan requests to centralize the latest information about games and team changes. Additionally, the team’s merchandise was not distributed online, so the club needed a quick and convenient e-commerce solution for T-shirt sales and delivery within England.

Our main objective was to combine all the necessary features in one site, including ticket information from third-party services, and live broadcasts of the matches.

We chose Umbraco as a CMS due to its ease of use, open source nature, regular updates, and integration with third-party services necessary for the project. In addition, Umbraco websites are known for their seamless integration capabilities, which will be helpful for further site updates.

A summary of the scope of work is as follows:

  • Umbraco web development including news, team and sponsor information sections;
  • integration of third-party services for buying tickets;
  • integration of a streaming service to broadcast matches in real-time;
  • development of an online store for merchandise selling and delivery.


Our team completed the project and delivered a fully responsive Umbraco-based website featuring a classic homepage with a news section, a merchandise store with a beautiful manually operated carousel promoting T-shirts, a section with tickets information, and an integrated live streaming player.

umbraco developers

Merch store

Our team has developed a simple and convenient section for purchasing merchandise. The scope of work included setting up a store, displaying a merchandise carousel, implementing a shopping cart, and integrating a payment gateway.

We chose Mercello as an e-commerce solution – an easily integrated open-source platform built natively for Umbraco. The integrated Stripe payment gateway allows customers to quickly pay for their items after selecting the size and adding them to their carts. The purchased goods can be delivered within England using standard delivery which takes 2-3 working days to arrive. We have set up an admin panel in the store to track data on goods, prices, orders and deliveries.

News section

We added a news section using a pre-built Umbraco plugin. The news module allows authorized individuals to create new content for immediate or scheduled publication, as well as set up posting to other channels. To publish a news article, they must log into the CMS with the admin or manager permissions. The system was configured to automatically push new articles to social media networks such as Facebook or Twitter.

We are currently working on integrating analytical and marketing tools in the news panel for more efficient content management.

Integration with ticketing services

We integrated the website with third-party APIs of ticketing services to retrieve up-to-date information about available tickets, prices, and seating arrangements for team matches. In this way, fans can keep track of dates, times, stadiums for upcoming games, and ticket availability. When searching for tickets for a specific match, the site displays links to third-party resources for purchasing.

Live streaming

Integrating functionality for watching football matches in real-time was a complex task that involved working with the live-streaming technology, content delivery networks, and video players. Here are some general steps that were taken:

  • Selecting a streaming service. Our development team used DAZN, a streaming service specializing in live sports streaming.
  • Setting up a content delivery network (CDN).
  • Video stream embedding. We have embedded the live video streaming feature into the website using a video player, compatible with all major web browsers.

We have integrated several analytics and monitoring tools into the website to track the number of views, the streaming quality, and any issues that may arise during the live stream.

This integration resulted in a user-friendly and easily accessible platform that allows fans to conveniently watch matches live in one place, regardless of the location.

Technologies & tools

.NET5, ASP.NET Web API, Entity Framework, OAuth2, JWT
HTML, CSS, JavaScript, Video.js
MS SQL Server
Umbraco CMS 9
AWS Elastic Compute Cloud (EC2), AWS Simple; Storage Service (S3), AWS CloudFront, AWS RDS
GitHub Actions
xUnit, Selenium


It took our team four months to develop the MVP of the website with the core functionality of displaying news, information about teams, official partners, and ticket availability. Following that, we added a merch store and broadcast player, which took another four months to implement. Our developers kept the website up to date by continually introducing new tools and updating the user UI/UX with responsive layouts. Currently, the team is supporting and revising the site and developing additional marketing tools for advanced content analysis. The entire project workflow was based on the Agile methodology. We communicated with the client and the team via Google Chat.


Front-End Developer
Full-Stack Developers
UI/UX Designer
QA Engineer
Project Manager
DevOps Engineer
Business Analyst


Innowise developers created a user-friendly football club website combining the functions of an online store, a news portal, a sports tickets tracker, and match broadcasting. The development of the site contributed to the club’s strong online presence and its effective interaction with the community. A centralized system for merchandise purchases and ticket tracking increased sales by 24% and match viewership by 31%.

The website played a critical role in supporting the client’s global PR strategy by facilitating core marketing activities such as campaign planning, communications with sponsors, and holding sports events.

Project duration
  • May 2022 - in progress

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