BT Sport

BT Sport for Business
Head of design

BT Sport for Business

Selling the passion for sport, no matter where you are. 

BT Sportfor Business’ website was performing poorly in driving subscription to their service and this needed to improve. With new exclusive fixtures confirmed for the new season (a great coop over SKY sports) they needed a new site that highlighted the football action. 

As the majority of potential clients were busy pub landlords/managers who seldom had the time to sit down in front of a desktop computer, we paid attention to how the site would respond to other devices, particularly mobile. This was something that competitors were ignoring. Business prospects should be able to easily find out about exclusive fixtures, BT Sport packages, tips, support, and obviously options to sign up.


This was predominantly a design-led project. From the outset my role was to direct the creative approach helping steer the client to the product that would help them achieve their objectives. Although this was a business website I wanted to avoid the usual corporate stuffiness and aim for more premium sport visualisation that consumers have come to expect. This is what would appeal to pub owners as football fans themselves. There were tight budget and technical constraints so I aimed for content to be simply presented to manage development costs.

With great teamwork and design exploration with the talented designer I was pleased with the outcome of what could’ve been a very dry project. 

Sky Sport for Business, who had overhauled their site just before we launched this, interestingly did another re-design shortly after with a curiously similar approach to what we had done. Enough said.


The result is an engaging site that strikes a balance of the visual impact of familiar sports consumer branding with content relevant to business owners.