Top 4 UX/UI Mistakes Sports Clubs Make When Designing Fan Apps

At Humbleteam, we've worked with sports organisations on fan engagement products, club apps and digital platforms — and we keep seeing the same mistakes come up.

Here's what's worth fixing.

Ignoring the matchday context

Most fans open the app in a stadium — on a slow network, in bright sunlight, with one hand holding a drink. If your app wasn't designed for that context, it will frustrate users at exactly the moment that matters most.

Generic UI that feels off-brand

Fans have a strong emotional connection to their club. An app that looks like a generic SaaS product breaks that connection instantly. Visual identity, tone of voice, and the overall feel of the product matter more in sports than almost anywhere else.

No clear personalisation

A fan who travels to every away game and a casual supporter who checks scores once a week are very different users. Treating them the same leads to low engagement and high churn. Even basic personalisation — favourite players, notification preferences, local language — makes a real difference.

Skipping user research

Clubs often design fan apps based on internal assumptions rather than actual fan behaviour. At Humbleteam, we always start with research — because what the board thinks fans want and what fans actually do in the app are rarely the same thing.

Building a fan app that people actually use takes more than good intentions. If you're rethinking your club's digital experience, we're happy to talk.