Reimagining Lord’s: From Cricket Heritage to Iconic Sports Brand
Transforming the Lord’s digital experience to deliver a 500% oversubscription for Ashes tickets — setting a new benchmark for global fan engagement.
The Business Challenge
Lord’s is one of the most iconic sporting venues in the world. But digitally, it hadn’t kept up.MCC needed to overhaul the Lord’s online experience to reflect its global stature—enhancing matchday moments, connecting with international fans, and unlocking the commercial potential of tickets, tours, and hospitality. The ambition: to build a digital home as legendary as the ground itself.
The Diagnosis
Fans today expect more than just a fixture list and score updates—they want immersive, mobile-first experiences that span the full matchday journey. But the existing Lord’s site was fragmented, hard to navigate, and out of sync with modern behaviours.Multiple disconnected systems made booking tickets, tours or hospitality harder than it should be. And with 25% of traffic coming from outside the UK, there was a major opportunity to serve international fans better—with tailored content, smarter UX, and global performance baked in.
The Solution
We reimagined the Lord’s digital platform from the ground up—delivering a best-in-class, commercially driven fan experience.
Iconic UX
A bold new site design, inspired by the prestige of Lord’s but built for modern audiences—featuring mobile-first navigation, intuitive tile systems, and geolocation-led content.
Seamless Integration
We unified ticketing, live scoring, hospitality, retail and tour booking into a single connected platform—complete with SSO and real-time content delivery.
Matchday, Reimagined A new Interactive Matchday Hub gave fans everything in one place—live scores, wayfinding, exclusive content and updates tailored to their location and preferences.
Global-Ready The platform was engineered for scale, speed and international engagement—leveraging Microsoft Cloud infrastructure to serve fans anywhere, on any device.
The Results
500% oversubscription for Ashes 2019 tickets
A record-breaking demand fuelled by digital reach and frictionless booking.
+18% increase in web traffic
More users discovering, exploring and engaging with the new platform.
+11.5% growth in engagement
Fans staying longer and interacting with richer content.
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