Closer to the game: How OneFootball delivers personalized experiences in record time with Airship

25

%

completion rate in the first week

50

%

engagement on both Android and iOS platforms

OneFootball is the largest football media platform in the world, with 200 million monthly active users and 7 billion app sessions annually. Through their native apps, website, and CTV app, the brand delivers unparalleled coverage, from news and highlights to livestreaming and scores.

Overview

OneFootball’s personality profiles and in-depth, year-round commentary offer personalized content tailored to customer preferences. To capture and sustain more attention among its fervent customer base, the brand integrates short-form content into their engagement strategy, prioritizing community-driven elements, user-generated content, and live social experiences.

The team set out to create a dynamic, personalized end-of-year experience reflecting how each customer engaged with the app over the prior year. The project, led by the product team, aimed to explore how to integrate vertical, story-like content into the app without a heavy resource investment.

Challenge

The cross-functional team needed to deliver this valuable customer experience while managing concerns around data privacy, personalization limitations, and technical challenges such as adapting the feature for both Android and iOS platforms. Most importantly, the team had to go from concept to global release in just two weeks.

Results

With Airship’s Scenes and Surveys, OneFootball created end-of-year Wrap-Ups and a Daily Digest for their audience, delivering compelling, data-driven content quickly and effectively. The success of these initiatives validated the hypothesis that customers would intuitively engage with swipeable, portrait-style content without explicit instructions. In turn, OneFootball strengthened emotional connections, fostered deeper customer satisfaction, and built an engagement loop for upcoming campaigns.

40%
of customers said they were "very satisfied"

Solution

Cross-functional, data-driven personalization at scale

Proof of concept test with scenes

Using Airship’s no-code Experience Editor, One Football delivered an End-of-Year Wrap-Up first for Android customers (story-like format) and then to iOS customers (carousel) within nine days. Extensive internal testing ensured a smooth rollout, and the Wrap-Up leveraged Airship’s tools to set a new standard for engaging customers with creative, consumable content at massive scale.

Optimizations with strategic testing and surveys

Building on the success of the Wrap-Up, OneFootball launched Daily Digest, which offered a variety of snackable content in a vertical format similar to Instagram Stories. Customers could then interact with the content through dedicated buttons that allowed them to share, react, or explore more. To continuously optimize their approach, OneFootball utilized A/B testing and also gathered customer feedback using targeted Surveys.

A new standard for customer experience

OneFootball’s strategic use of Airship’s platform also successfully encouraged adoption among A/B test cohorts exposed to the new stories format. The brand is now positioned to continue refining this format, enhancing customer anticipation and engagement in future iterations.