Manchester United - DigitasLBi - 2012–2013

Manchester United were looking to shift their successful MUTV channel online to create a new subscription service that would help them connect with fans worldwide and make them feel part of the team throughout the season.

We created the strategy, vision and concept for a new platform that reimagined MUTV — turning it from one TV channel into an interactive social experience through premium content, sponsored experiences and embedded fan-generated content.


11 Unique Channels

MUTV Live was made up of 11 unique channels. Each channel had a specific focus and was designed to appeal to audiences from kids to older fans and adapt to each global market.


Match Day Live

On match day, the live channel became a fullscreen experience that felt like a football management game and brought together the latest action, stats and fan conversation into one continuous stream.


Cinematic Moments

We reflected the feeling of theatre and cinema in every moment including navigation, where we used dark backgrounds and presented the channel content as movie poster tiles.


Mobile Optimised

The design was optimised to work across all devices and ensured the feeling of channel hopping, theatre and cinema was present regardless of screen size.


Channel Sponsorships

Each channel offered deep sponsorships that made genuine connections between the sponsor's products and the experience — such as embedding Nike Fuel Band data in the player's season stats.


Future Funding

The approach and concepts we provided supported the team at Manchester United to pitch for and get further investment to expand the role of with most ideas we put forward now being in place.

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