MCC / MCG / ASM

Impact
Re-architected the digital ecosystem for one of the world’s most iconic sporting venues, simplifying three fragmented platforms into a scalable experience serving more than four million annual visitors.

Context
The MCC manages the digital presence for the MCC, MCG and Australian Sports Museum. The existing MCC and MCG websites — built in 2015 — had reached end-of-life. The estate had become fragmented across multiple CMS platforms, limiting flexibility for content teams and struggling to scale during major sporting events.

Direction
We consolidated the digital estate into two clear destinations — MCC and MCG — bringing the Australian Sports Museum under the MCG banner for the first time. The strategy focused on modernising the fan experience, simplifying editorial workflows and establishing a flexible platform capable of supporting the scale and prestige of the venue.

Outcome
The new platform delivers a faster, more intuitive digital experience while dramatically improving content management. It provides a future-ready foundation for the MCC’s digital ecosystem — ensuring the organisation’s reputation for excellence extends seamlessly from the field to the screen.