An ecommerce venture that turned into a massive online success

In late 2019, Wolves appointed Gibe Digital to take over their digital services and support all of their existing digital channels. This involved picking up the ongoing maintenance and further enhancement of the existing Umbraco site developed by the incumbent agency.

Working together, we had a clear vision to not only optimise the Wolves main website but also revamp their TV website, tightly integrating it with the StreamAMG video streaming platform. The goal was to provide an immersive digital experience for fans while ensuring reduced downtime and a seamless experience across all devices for all users. 

Our mission included a major upgrade to Umbraco 7 alongside ongoing maintenance, enhancements and optimisations–including the addition of a full-width menu on desktop and commercial ad slots–significantly boosting merchandising income for the club. 

“We selected Gibe as our digital agency for their deep understanding and experience of Umbraco, as well as their previous work in sport. They’ve proven an exceptional partner, allowing us to rapidly improve our UX resulting in real ROI for the business.”


Over the Christmas period of 2019 we implemented an overlay to the wolves.co.uk and TV site to drive more sales to the shop before the Christmas delivery deadline.

The overlay was a huge success, after being live for 17 days, it drove 9,600 visits to the Shop, £32k worth of sales, with a conversion rate of 6.54% compared to 4.04% rate for standard web traffic during the same period.

We plan to adapt the overlay for us throughout the year to promote offers and incentives across the shop and ticketing sites to give Wolves further flexibility within Umbraco. 

In addition to the main website, we undertook a comprehensive relaunch of the Wolves TV site. This involved closer integration with the StreamAMG cloud platform, resulting in a faster, richer TV experience for fans. Future plans include migrating to Umbraco V8 and a redesign of the match centre to further elevate the digital engagement for Wolves supporters.

We also provide Wolves reliable 24/7/365 support for the site and hosting environment at Microsoft Azure, and have dramatically improved server response times resulting in a significantly enhanced user experience. 


The upgrade not only enhanced the editor UI but also brought about various improvements and bug fixes, making the Wolves site one of the fastest in the Premier League. 

The site maintains partnerships with industry leaders such as; Opta for match and player stats, StreamAMG for video content, Sports Alliance for CRM integration and SSO, Retail Sports Systems for the online shop, SeatGeek for ticketing, and the Umbraco CMS platform, and  Microsoft Azure for website hosting.


These improvements and reliable third-party integrations have collectively propelled the Wolves offering to its fans and resulted in YoY growth.

Our strategic enhancements and ongoing support have not only solidified Wolves' digital presence but have also positioned the club as a frontrunner in the online sports arena. As we continue to collaborate, Wolves remains at the forefront of innovation, ensuring an unparalleled digital experience for their loyal fanbase.

“Having identified a need for a revamp of our navigation to make user journey across our digital platforms simpler, Gibe implemented a new nav design and led a coordinated rollout across our other digital partner platforms. We’ve been delighted with the results which to date have included a 30% uplift in traffic to our commercial platforms and 28% uplift in revenue.”