Pursuing the Podium with Sports Digital Strategy
The UK Sports Institute have been a valued partner of Bulb Studios for over a decade. Previously the English Institute of Sport, the organisation champions athletes and practitioners in elite sport, working with 93% of the UK’s medal winning athletes at the 2016 Olympic Games.
Throughout our partnership, we have helped the UKSI lead a fierce international market of sports bodies, whose respective countries compete against each other in the biggest competitions in the world, supported by our sports digital strategy expertise.
A website for athletes and practitioners
When first partnering on a website, the organisation was undergoing an identity overhaul. The team were seeking clarity on how they can best service athletes and practitioners online. Our team conducted a series of Discovery Workshops and Data Analytics Audits, a number of service functions - Careers, Resources, Nutrition - were identified as high-potential and under-value.
Careers as a gateway
Our research and insight into the demand for careers information triggered a shift in organisational resourcing. Careers became the gateway to the institute for practitioners, which ultimately led to a concerted organic SEO effort to raise long-term brand awareness and attract prospective industry stakeholders.
Content Delivery Driven by Sports Digital Strategy
We implemented a sleek editorial look and feel to house the invaluable resources that help train athletes and improve sports teams’ processes across the UK. Professional photography was commissioned and prioritised, enforcing the UKSI’s brand mission. This provided the springboard for an extensive nutrition-focused recipe hub and detailed sport-specific pages that have proved incredibly popular.
Rebranding and rethinking
With increased coverage and a growing network, the institute changed its name from the English Institute of Sport to the UK Sports Institute. This shift transformed its digital ecosystem, including SEO strategy, content, and brand mentions.
A smooth transition was achieved through comprehensive research and strategy. Our support began with a detailed SEO audit that shaped the migration plan and highlighted priority areas.
Optimising Content with Sports Digital Strategy
During migration, we found under-performing pages and articles that could attract more users. We optimised their content, metadata, and linking, boosting their search rankings above competitors.
Designing for longevity
Our long, valued partnership with the UK Sports Institute has maintained a focus on longevity. Longevity in how we present information to stakeholders. Longevity in helping the UKSI function as a public institution. And longevity in the strength, consistency and vibrancy of the organisation’s brand.
The digital products we’ve created with the UKSI have helped to clarify internal organisational strategies and continue to inform structure for brand identity, content, messaging etc. We continue to partner with the team and believe deeply in their vision and mission to elevate sport in the UK.