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Goal announces major rebrand and redevelopment in preparation for Brazil 2014
World’s leading digital football media brand reveals new look and responsive designs to enhance position as the definitive source for global football fans
June 20, 2013 9:48 by kippreport
Wednesday 19th June, 2013, London: Goal, the world’s largest digital football brand has today revealed a complete rebrand and redevelopment in preparation for the FIFA World Cup Brazil 2014.
The re-launch marks the latest step in the evolution of Goal since it was acquired by digital sports media group PERFORM in February 2011. The brand is available online at Goal.com, across every major mobile platform and has seen traffic grow to now reach over 34 million football fans every month.
In the MENA region, Goal reaches 3 million unique users and delivers over 52 million page views per month (Effective Measure, May 2013) with an additional 1.2 million Arabic language social fans. Goal, which has an Arabic edition and country editions for the Kingdom of Saudi Arabia, Egypt and Iran, is the second largest sports platform in the GCC and Levant territories and is in the top 5 in North Africa. Arabic language editions of Goal will transition to the new design on June 27th 2013.
The redevelopment follows months of research around brand perception and positioning, both as a brand and as a source for football content. The new Goal.com includes a simpler look, new headers, navigation and fresh colour scheme as well as responsive design – optimised for tablet usage. The large suite of Goal mobile apps and social media channels have also benefitted from a complete overhaul.
In the coming months Goal will launch a number of exciting additional features including ultra-fast live scores, match visualisation, fantasy league and prediction games as well as develop applications for connected TVs and the Windows 8 mobile platform.
To complement the rebrand roll out, Goal’s 500-strong editorial team, based right across the globe, have been tasked with bringing the new brand’s values and personality to life. They will develop Goal’s growing reputation for journalistic authority and credibility, producing insightful editorial content that football fans want to engage with, whilst continually reflecting the energy and passion of the game.
With the rebrand in place, Goal is already planning its approach to the FIFA World Cup in Brazil 2014. The site plans to complement its 36 local editions with dedicated coverage for every nation competing at the World Cup Finals. Goal will have a significant presence on the ground in Brazil around the tournament venues and team bases ensuring fans can stay up to date with all the developments before, during and after the tournament.
“This is a really exciting development in the evolution of Goal, consolidating our position as the leading digital football media brand in the MENA region.” Commented Stuart Taylor, Managing Director, Middle East, PERFORM. “We know that fans crave credible, relevant and topical content and our objective from now on is to provide the definitive source for football fans around the world. Since the re-launch, the feedback has been extremely positive and we are confident the fans are going to love the new features and enhancements we have planned in the run-up to the World Cup.”
Salika Mustafa, Brand Partnerships Manager, MENA, PERFORM added: “Goal is unique in its ability to target regional and local fans across every platform. We know engagement is key for our users, but it is also crucial for our brand partners who want to increasingly associate with great content but also be part of the fan conversation which Goal’s flexible editorial and over 1.2 million social followers in the MENA region can deliver.”
Brand design consultancy Elmwood conducted the in-depth re-positioning exercise, developing the new Goal identity and design style. The award-winning agency also developed a vibrant brand book and emotive brand movie to communicate the new Goal brand vision and values.
Goal is the world’s largest digital football brand. Over 500 editorial staff based in over 50 countries around the world contributes to Goal, producing an average of 1,000 news stories per day in 17 languages across 36 editions. In April 2013 Goal attracted 34.5 million unique users (Source: Adobe SiteCatalyst) from more than 200 countries. Goal is completely multi-platform, with over 5 million fans and followers across social networks and in April 2013 generated over 50 million visits on mobile devices alone. Goal is owned and powered by digital sports media business PERFORM.
About PERFORM Group Plc
PERFORM is a market leader in the commercialization of multimedia sports content across internet-enabled digital platforms. Through production, technical and commercial solutions, PERFORM powers digital channels that distribute content in a number of forms – video, editorial, audio and data – across multiple platforms, to millions of sports fans around the world. PERFORM Group Plc is a FTSE 250 business and listed on the London Stock Exchange.
For further information about PERFORM
Kim Parker, Marketing Director, PERFORM – [email protected]