Travel & Sport

Genoa CFC

An integrated sports marketing game



Digital Consultancy

Awareness & Engagement


UI / UX design

Web Development
Tracking Advertising e GA4


Genoa Cricket and Football Club is a historic football club in the Serie A Championship. We began this fascinating journey with three goals in mind. First, we had to completely rebuild their web platform, eliminating any issues related to navigation and smoothly handling traffic peaks. Second, we needed to ensure continuity of access to the site, even at times of peak load, to provide a seamless experience for fans.

Finally, we wanted to transform the process of purchasing hospitality and experience packages, moving from physical ticketing to modern digital e-commerce.

The challenge

One of the most challenging tasks was the integration of the team’s merchandising e-commerce within the institutional website of Genoa CFC. Previously, this part was managed on external platforms, but we wanted to create a comprehensive user experience that clearly reflected the variety and modularity of experiential products related to stadium visits and different packages offered.

From what to WOW

In this project, we played a role that went beyond the technical part. The key was to work on multiple fronts toward the integration of the IT area with the creative aspects provided by the “Nopanic” agency and with the vertical expertise of the Genoa FC marketing team. To accomplish this, we created an efficient sports marketing ecosystem that brought effective performance results in a short period of time. We built a comprehensive service, integrating the technical part with still-life photo sessions of products for e-commerce, the creation of engagement content, and its publication on the platform. Also on the e-commerce-related services, we added the main features of web sales such as shipping, payments, and returns management to the technical part. In addition, we integrated digital features to personalize products. With a dedicated training part, we made the internal marketing team and the official store staff autonomous, independent, and quick in managing their platform. It was an exciting project that led to significant growth.



users on the site in a single day


page views in a single day


Countries of origin for registered orders


times faster homepage uploading


orders in the first three months since the website got online


registered users on the site

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