The beautiful game of apps

Here’s a riddle for the sports industry: what does almost every leading team, most top events and many major stadiums have within their digital business model, but very few seem to use effectively. Well, the answer is an app. Their numbers might be increasing, but their appeal is not universal.

Richard Ayers founder and CEO of SevenLeague, Europe’s leading sports digital agency, believes that there is one guiding rule for sports apps – they should perform one task “beautifully” rather than many tasks averagely. “The top app designers want the user experience to be so special that it becomes a core part of the life of the fan,” says Ayers. “The obvious non-sports apps that do that are the one for your emails or the weather or your home shopping deliveries. For sports, that might mean your sports news app or your OTT viewing app or your team for updates, but there are many more out there that don’t have that key user experience.”

The ultimate criteria for success in the app world is…