New Ulster Rugby website goes live

New Ulster Rugby website goes live

9 months ago


The new online home of Ulster Rugby is now live, under the new domain of

Delivered in partnership with London-based sports data and technology specialists, InCrowd, the new-look website reflects Ulster Rugby’s ongoing commitment to delivering a best-in-class digital experience for supporters, clubs, schools, stakeholders and partners.

For fans, the completely redesigned website is optimised for use on mobile, enabling quicker access to the latest news, fixtures, stats and exclusive content.

A revamped URTV section provides an improved browsing experience, while the addition of match stats, media and opinion polls enhances the editorial features of articles and facilitates a deeper level of engagement.

A new and improved match centre brings fans closer to the action, whether at Kingspan Stadium or at home, where they can take a deep-dive into stats, comparing the Ulster team and players against the opposition. An imminent single-sign-on platform will also provide access to all things Ulster Rugby including premium behind-the-scenes content.

At the heart of the new platform is an intelligent content management system with the ability to deliver personalised content, so fans see more of the things they like, and the club’s commercial partners can reach potential customers more effectively.

In line with the redesign, the club’s official website domain name has also been updated to, making Ulster the first top-tier European professional club to adopt the ‘.rugby’ domain. This simple but strategic change will give Ulster Rugby more visibility and authority online, as well as being more aligned to the organisational brand.

The launch of the new-look website represents another significant milestone in the club’s digital and data strategy, which will be progressed further with the delivery of a match-day companion app later this season, also in partnership with InCrowd. Both the website and app will continue to evolve over time in line with Ulster Rugby’s ambition to stay ahead of the game and at the cutting edge of digital technologies and fan engagement.

Club partners