Inter Milan: Inspiring and entertaining fans all over the globe

2022 came with clear goals for Inter. After updating the brand identity and iconic crest, together with Bureau Borsche, this year was all about overhauling Inter’s digital channels. And so the following questions arose:

“How can we make our digital channels relevant for a broader global target audience?”

DEPT® answered and led the strategy, design and development of the new app and website.

The key takeaways

How Inter uses their digital channels to grow the global fandom.

How Inter boosts sponsor activations.

How Inter connects the brand to culture.

Growing the global fandom

Football wouldn’t be football without the fans. And don’t the Nerazzuri know it.

To cater to a global audience that might be interested in ‘more’ than football, we settled upon a new digital experience strategy with a focus on Milanese culture, players, and stories. Content is truly king here. The same goes for Inter TV, which gives fans around the world access to a whole bunch of video content. Still, anything and everything match related is of course also available in the new Match Center, which comes with engagement features such as “Man of the match.”

Last but not least, differentiation is also applied to the channel strategy, with the web focussing mainly on (international) sports fans whereas the app is really meant for the hardcore fans of the black and blues.

Fans can now follow Inter in a more immersive way through the website and app that have been renewed thanks to the valuable collaboration with DEPT®

Luca Danovaro, Chief Revenue Officer at FC Internazionale Milano

Boosting sponsor activations

We developed an app and website to increase commercial opportunities for both Inter and their sponsors, partners, and advertisers.

These range from well-known options such as banners and promotional slots, to more exclusive options such as dedicated microsites with custom immersive experiences that really put Inter’s key sponsors and partners in the spotlight.

The first microsite was launched in early July to present the new 2022 kits together with Nike. Other than that, Inter’s digital channels make use of accounts behind a login that gives access to Inter TV and unlocks exclusive content and other benefits.

Connecting brand to culture

For Inter, football is one side. Culture is the other. And with around 1 out of 5 fans more interested in the player than in the game (according to The European Football Benchmark 2021), there’s certainly a demand to fill. So it comes as no surprise that football players and culture get a prominent spot in Inter’s channels. Players are pushed forward on their own personalised pages, sharing their stories, interests and likes that go beyond football. 

In the future, Inter will launch culture pages with a focus on (local) celeb fans and their love for Milan – making the global local.

Looking ahead

Just like on the field, in order to succeed digitally a great strategy is a must. That’s why all channels have dedicated roadmaps. These contain several future releases with new pages around collaborations and the Milanese culture, an ‘IM Premium’ account tier with even more content and benefits, special microsites with other sponsors, exclusive Inter NFTs and much more.

The new digital channels are just the beginning of Inter’s commitment to becoming a leading club in terms of digital fan engagement and experience. Forza Inter!

These are some key results of the new ecosystem:

  • Data shows us that the new ecosystem provides an average increase of 92% in users over the last 5 months since it’s launch as compared to last year
  • We also see the newly introduced InterTV section drive a lot of traffic to the app. 85% of InterTV traffic comes through the app
  • From that app use, we also see a traffic uplift around tickets through the app; 20% of ticket traffic now comes from the app

FORZA INTER! Explore the website


Head of Strategy

Lucas Nutbey