A comprehensive fan experience for the Werkself
Development of a modern content aggregation backend for Bayer 04 Leverkusen
Smart website and app backend for content delivery
Goal
Modern content management system (CMS) and content aggregation backend for intuitive maintenance of the website and the fan app.
Solution
Bayer 04 Leverkusen offers its fans a comprehensive user experience on its website and in the app – based on an intelligent content aggregation backend from prodot. This allows all content, from content pages to video contributions and news, to be created and dynamically placed on the website and in the mobile app.
Powerful CMS Website and app optimization for Bayer 04 Leverkusen
Bayer 04 Leverkusen decided to optimize its fan experience. The modernized website was to combine all content sources, statistical data, and social media channels for a newly launched website and the Bayer 04 app for smartphones, which was optimized in 2021. The goal was to achieve a seamless and up-to-date user experience geared to the contemporary user behavior of Bayer 04 fans by digitizing all editorial processes. The migration was planned from the Azure-based Umbraco Cloud to the Bayer 04 Leverkusen Azure Cloud.
The Bundesliga club commissioned prodot GmbH as a project partner to implement the content management system and content aggregation backend. Further projects to optimize and increase the reliability of the backend for the fan app and a web relaunch followed in 2023. In August of the same year, the club completed the transition to the new brand image "Bayer 04 under the cross." At the same time, prodot optimized the system in the background (backend) with a view to even greater reliability and performance.
Technological implementation
Modern backend in the Azure cloud facilitates resource managementThe modern, powerful content management system, optimized by prodot, allows content to be created and dynamically compiled. It also connects to third-party systems via REST API, for example, for live editorial support, statistical data, push notifications for mobile apps, content aggregation from social media channels, or digital asset management (DAM) for images. Thanks to the migration of the website infrastructure to Bayer 04 Leverkusen's Azure cloud, the Werkself benefits from better control over resources. The prodot team also provided backend support during the implementation of the Bayer 04 app, creating interfaces to connect to third-party systems.
Content maintenance
Modular system for easier content publishingWithin the new CMS, editors are able to independently create and link new subpages and content using a modular system within the corporate design. Entities are defined in the revised system that define content types, such as a team or a specific player. Editors then independently assign content blocks to these entities. Relationships between content are established using freely definable tags. The content aggregation backend then automatically compiles the content based on relevance or tagging, expands it with data from other systems if necessary, and dynamically displays it on the website and mobile app.
The CMS can manage multilingual content, and the pages are linked and searchable. All content is optimized for search engines and delivered according to current SEO requirements.
More than a website
Award-winning fan experienceAt https://www.bayer04.de, Werkself fans enjoy a seamless user experience thanks to the consistent look and feel and responsive design of the website's frontend and the app. The central platform provides a clear and comprehensive user experience, including live videos and news about the Werkself and many other areas. In the app (https://app.bayer04.de/), fans can retrieve their tickets digitally using a QR code on their smartphone and load them into their wallet. Additionally, individually configurable and personalized push notifications are displayed. Furthermore, content can be shared via a share button on WhatsApp, Facebook, and other social media platforms.
From a sporting perspective, the 2023/24 season was outstanding for Bayer 04 Leverkusen, with the club winning the double. Bayer04 also celebrated several successes with its website: The Werkself won SILVER in the "Design/User Experience" category at the German Digital Awards 2024, several PLATINUM and GOLD awards at the Vega Digital Awards, and the SILVER Best of Content Marketing Award.
With the new website 'Unterm Kreuz', which we launched at the start of the historic 2023/24 season, we have also created another digital highlight for a smart fan experience. Prodot successfully implemented the necessary adjustments in the backend area. The Duisburg-based software specialists ensure that the applications on the website and in the app run reliably and stably. Thanks to the scalable backend, we were able to easily handle the significantly increased access load due to the international interest of Werkself fans and supporters during the season finale and beyond."
Heiko Schulz
Head of Digital Development at Bayer 04 Leverkusen
Attractive top football Bayer 04 Leverkusen
The Bundesliga football club Bayer 04 Leverkusen – also known as the "Werkself" – was originally founded in 1904 as the "Turn- und Spielverein 1904 der Farbenfabrik formerly Friedrich Bayer Co. Leverkusen." Its origins date back to a written request from factory employees to establish a company-owned sports club. Since then, the football club has paved its way into the hearts of fans and, in 1979, finally into the Bundesliga. Today's Bayer 04 Leverkusen Fußball GmbH was formed in 1999 through the spin-off of the licensed players' department from the Turn- und Sportverein Bayer 04 Leverkusen e. V.
Bayer 04 stands for attractive top-class football – both nationally and internationally. In 1979, the club was promoted to the Bundesliga, and seven years later, the Werkself qualified for the European Cup for the first time. The Werkself has been a fixture on the European football stage for decades and has been in the top division for more than 40 years. After 1988 (UEFA Cup winner) and 1993 (DFB Cup winner), Bayer 04 secured the German championship, the DFB Cup victory and the Supercup in 2024.
