Smart website and app backend for content provision
Goal
Modern content management system (CMS) and content aggregation backend for intuitive maintenance of the website and fan app.
Solution
Bayer 04 Leverkusen offers its fans a comprehensive user experience on the website and in the app - based on an intelligent content aggregation backend from prodot. This can be used to create all content, from content pages and video contributions to news, and place it dynamically on the website and in the mobile app.
Website and app optimization for Bayer 04 Leverkusen
Bayer 04 Leverkusen decided to optimize the fan experience. The modernized website was to combine all sources of content, statistical data and social media channels for a newly launched website and the Bayer 04 app for smartphones, which was optimized in 2021. The aim was to achieve a seamless and highly up-to-date user experience through the digitalization of all editorial processes, which is based on the contemporary user behavior of Bayer04 fans. The aim was to migrate from the Azure-based Umbraco Cloud to the Bayer 04 Leverkusen Azure Cloud.
The Bundesliga soccer 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 changeover to the new brand image "Bayer 04 unterm Kreuz". At the same time, prodot optimized the system in the background (backend) with a view to even greater reliability and performance.
Modern backend in the Azure cloud facilitates resource management
With the modern, powerful content management system optimized by prodot, content can be created and dynamically merged. It also connects third-party systems via REST API, for example for live editing, 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. Interfaces were created here to connect third-party systems.
Modular system for easier content publication
Within the new CMS, editors are able to create and link new subpages and content independently using a modular system within the corporate design. Entities that define content types, such as a team or a specific player, are defined in the revised system. The editors assign content blocks to these independently. Relationships between content are created using freely definable tags. The content aggregation backend then automatically compiles the content according to topicality or tagging, adds data from other systems if necessary and dynamically plays it out on the website and mobile app.
The CMS can manage multilingual content, the pages are linked and searchable. All content is optimized for search engines according to current SEO requirements.
Award-winning fan experience
At https://www.bayer04.de, fans of the Werkself enjoy a seamless user experience thanks to the uniform look and feel and the responsive design in the front end of the website and in the app. The central platform provides them with a clear and complete user experience as a live experience with videos and news about the Werkself and from 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. In addition, individually adjustable and personalized push messages are played out. Content can also be shared via a share button on WhatsApp, Facebook, etc.
In sporting terms, the 2023/24 season was outstanding for Bayer 04 Leverkusen, 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 Award 2024, several PLATINUM and GOLD awards at the Vega Digital Awards and the Best of Content Marketing Award in SILVER.
"With the new website 'unterm Kreuz', which we published 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 cope with the significantly increased access load due to the international interest of Werkself fans and sympathizers during the season finale and beyond."
Heiko Schulz
Head of Digital Development
The company
Bayer04 Leverkusen
The Bundesliga soccer team Bayer 04 Leverkusen - also known as the "Werkself" - was originally founded in 1904 as the "Turn- und Spielverein 1904 der Farbenfabrik vormals Friedrich Bayer Co. Leverkusen". Its origins go back to a written request from the factory employees to found a company-owned sports club. Since then, the soccer club has paved its way into the hearts of fans and finally into the Bundesliga in 1979. Today's Bayer 04 Leverkusen Fußball GmbH was created in 1999 by spinning off the licensed players' department from Turn- und Sportverein Bayer 04 Leverkusen e. V.
Bayer 04 stands for attractive top-class soccer - both nationally and internationally. The club was promoted to the Bundesliga in 1979, and seven years later the Werkself qualified for the European Cup for the first time. The Werkself has been a guest on the European soccer stage for decades and has been in the top flight for more than 40 years. After 1988 (UEFA Cup winner) and 1993 (DFB Cup winner), Bayer 04 won the German championship, the DFB Cup and the Super Cup in 2024.
