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Middlesbrough FC enters ecommerce arena

New site will sell kit, merchandise, sporting equipment and other fashion items, with personalisation service planned.

As the club continues with its preparations for the 2020/2021 Championship season, Middlesbrough FC has teamed up with Visualsoft for the launch of a new ecommerce site.

The new site will allow fans to buy merchandise and souvenirs, as well as sporting equipment and other fashion items, with a personalisation service for football shirts also due to be added shortly.

The site marks the first in the sports arena for ecommerce agency Visualsoft, which is based in the North East and specialises in the retail and fashion industries, reported The Industry.Fashion.

“Visualsoft really understood what we were trying to achieve in terms of reaching out to our fans, making the most of the great relationship we already have and generating new lines of revenue through online sales,” explained Jo-Ann Swinnerton, head of retail at Middlesbrough FC. “The company has a really dynamic and creative approach to ecommerce, and is helping us find new ways of driving traffic to the website, as well as generating sales once those browsers arrive.”

David Duke, coo at Visualsoft, added: “The opportunities for online marketing to drive website traffic are really special in the sports sector because you’re working with a really loyal fan base, and of course there are regular matches and player signings to drive engagement.

“Sporting clubs are really starting to take online marketing and e-commerce seriously, recognising that they are powerful ways of simultaneously driving interaction and generating new revenue sources. We’re hoping that this will be the first of many partnerships with football teams and other sporting clubs.”

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