Digital Design for Sport
We help sports organisations, governing bodies and institutes unlock competitive advantage through world-class UX research, UI design and front-end engineering — built on KPMG's global consulting depth.
Our Capabilities
From discovery to delivery, we bring together research, strategy and craft to create digital experiences that move fans, athletes and organisations forward.
Deep qualitative and quantitative research to understand your fans, athletes and staff. We uncover unmet needs, map user journeys and turn evidence into design direction that drives real outcomes.
Structured innovation sprints that align leadership and frontline teams around shared challenges. We facilitate rapid ideation, prototype-led thinking and strategic roadmaps that your whole organisation can rally behind.
Pixel-perfect, brand-aligned interface design for apps, websites and in-venue digital. We craft scalable design systems, accessible components and visually compelling experiences that resonate with sport audiences.
High-performance front-end engineering that brings designs to life with precision. From React-powered fan platforms to real-time scoring dashboards, we build fast, resilient and maintainable digital products.
Strategic foresight sessions that help leadership teams imagine and plan the digital future of their organisation. We translate ambition into concrete, prioritised roadmaps grounded in user need and business value.
Data-driven design optimisation across your digital estate. We implement analytics frameworks, run A/B experiments and translate behavioural data into improvements that measurably increase engagement and revenue.
End-to-end mapping of the fan lifecycle — from awareness to advocacy. We design digital touchpoints across ticketing, membership, broadcast and in-venue to maximise loyalty, lifetime value and commercial opportunity.
Inclusive design audits and remediation to ensure your digital products meet WCAG standards and serve every fan, regardless of ability. We embed accessibility into design systems so it scales across your organisation.
How We Work
We combine KPMG's consulting rigour with a deeply human-centred design methodology to deliver outcomes — not just outputs.
We start by listening. Stakeholder interviews, fan surveys, analytics audits and competitive benchmarking give us a complete picture of where you are and where the opportunities lie.
We synthesise research into clear problem statements, strategic objectives and design principles — creating alignment across your leadership, technology and commercial teams.
Rapid concept development, wireframing and high-fidelity prototyping. We test early and iterate fast, validating with real users before any development begins.
Design handoff to engineering, front-end development and quality assurance — all under one roof. We work alongside your existing tech teams or deliver end-to-end.
Post-launch analytics, usability reviews and continuous improvement cycles ensure your digital products keep performing as your audiences evolve.
The organisations winning the digital race in sport aren't the ones with the biggest budgets — they're the ones who truly understand their audiences and design every interaction with intention.
Who We Serve
We work with the full breadth of sport — from elite professional clubs to national governing bodies, sports technology companies and community sport providers.
Our Difference
KPMG's global network of 265,000 professionals gives us unparalleled reach and cross-industry insight, while our dedicated sport practice brings deep sector knowledge to every engagement. You get a firm that understands both business and the beautiful game.
Unlike pure design agencies or traditional consultancies, we sit at the intersection of both. We can take a challenge from discovery and strategy right through to shipped product — maintaining quality, coherence and commercial intent throughout.
Every design decision we make is tied to a business outcome. We define success metrics upfront and measure relentlessly — so you can demonstrate to your board exactly what design investment returns in fan loyalty, commercial revenue and operational efficiency.
"Working with KPMG's design team fundamentally changed how we think about our fans' digital journey. They didn't just redesign our app — they helped us understand who our fans really are, and built a product that reflects that."
Let's start with a conversation about your digital ambitions and where design can create the most value for your organisation.
Get in Touch →Thinking & Insights
Analysis of 50 top-tier sports organisations reveals a consistent pattern: clubs with mature UX programmes generate 38% more digital revenue per fan than those without. Here's what separates them.
Read article →One-off redesigns rarely stick. The organisations building lasting digital advantage are those investing in systematic, scalable design infrastructure. We explore what that looks like in practice for sport.
Read article →Heat maps, session recordings and A/B tests are only as valuable as the design decisions they inform. We share a framework for turning behavioural data into continuous product improvement in sport.
Read article →Whether you're starting from scratch or looking to evolve an existing product, our sport design specialists are ready to help. Tell us about your challenge.