Description:

Auckland Rugby League’s (ARL) website, playleague.co.nz, was designed to revitalise the rugby league community in Auckland, especially for Māori and Pasifika youth. Facing declining retention rates, ARL needed a transformative solution to inspire and support the sport's future. The PlayLeague website serves as a central hub, promoting growth, unity, and positive values among players, parents, and supporters, while fostering a safe and welcoming environment for the community.

The idea behind PlayLeague was to redefine the ARL community's interaction with the sport, emphasising inclusivity, engagement, and efficiency. The platform integrates features designed to create a supportive ecosystem for all. Central to the strategy was addressing the needs of both the existing community and newcomers. The platform introduced the Game Day Wayfinding tool for easy match day navigation and created customisable subsites for each of the 30 clubs, allowing them to tailor content for their local communities.

Understanding the needs of ARL’s community, particularly those in lower socio-economic areas was key. Inclusivity was a guiding principle. The design needed to meet users with limited access to modern technology and data concerns. The Game Day Wayfinding feature was developed with responsiveness in mind, including providing offline access. The brand refresh from Dave Clark Design and RUN incorporated cultural elements resonating with Māori and Pasifika communities, celebrating the rich cultural heritage of Rugby League in Auckland. PlayLeague’s modular and dynamic design showcases community stories, league events, and grassroots news, ensuring usability and celebrating the cultural values of its diverse user base.

The PlayLeague platform has had a profound impact on the ARL community, redefining the sense of community and aligning with ARL’s values. Since its launch, ARL has seen a surge in brand recognition and player registrations, with a 21% increase over the last two seasons. The platform addresses the challenges of player registration, ensuring a smooth journey from initial interest to active participation. Features like QR codes for the Game Day Wayfinding tool provide real-time schedules and venue maps, catering to users with older devices or limited data plans. PlayLeague has set new benchmarks for digital innovation in sport nationally, fostering enduring connections and a thriving, supportive environment for Rugby League enthusiasts across the region.