Mainz 05’s winning play: Elevating fan experiences with a hybrid headless platform.
Technical snapshot
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1. FSV Mainz 05
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1. FSV Mainz 05 engages fans with their new DXP
The football club faced specific customization needs, given the nature of its operations. The challenge was to find a solution that could adapt to the unique requirements of Mainz 05's digital landscape. The primary goals of the project included:
- Central tracking and management of all user data in one platform
- A platform that would grow with its business and maturity level
- API-first approach and modular design
- Marketing automation (dynamic, personalized content across all channels)
- Full ecommerce integration
- Seamless customer journey - without technology change or media disruption
With these goals in mind, they knew they needed to source the right technology and implementation partners to set the course for the future. It was imperative that they relaunch their website on future-proof technology, offering a seamless user experience for their fans. Their aim was to be able to send the right message, at the right time, via the right channel; whether that was game/match information, merchandise or tickets. Plus, they needed to optimize editorial work for internal users (content editing, marketing, sales, etc.).
Mainz 05 appointed kuehlhaus AG and Bluesoft for the project, with Xperience by Kentico selected as the platform best suited to support their goals. Backed by the Kentico team, the project followed a structured, phased approach designed to support both launch and long-term growth.
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Collaboration between Mainz 05, kuehlhaus AG, and Bluesoft
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Phased project timeline including investigation, design, development, and content migration
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Rolling QA process through to go live
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Content modeling to support future feature releases and scalability
This approach ensured the end solution was strong, flexible, and ready to evolve over time.
Xperience by Kentico enabled Mainz 05 to meet its digital goals while keeping overhead low and maximizing return on investment. Its agile, iterative approach, supported by Kentico’s Customer Success services, helped ensure a smooth and efficient implementation.
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Minimized operational overhead while maximizing ROI
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Agile platform supporting iterative development and phased launches
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Support from Kentico Customer Success for smooth delivery
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Centralized DXP for managing multiple digital channels
With the website successfully launched, Kentico also provides a foundation for expanding digital marketing capabilities. Mainz 05 is positioned to introduce features such as Contact Management, Audience Segmentation, Email Marketing, and Marketing Automation, while managing the website, app, and social channels from a single platform to deliver a cohesive and innovative fan experience.
Mainz 05's collaboration with Kentico has resulted in a seamless website, setting the stage for future enhancements in digital marketing features and centralized channel management. The club's progressive digital team achieved their goal of consolidating their technology stack, reducing costs, and ensuring a comprehensive set of capabilities for their evolving needs.
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20% improvement in average page load time
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40% improvement in download time
Looking ahead, Mainz 05 plans to build on its streamlined digital foundation by gradually expanding its marketing capabilities and refining how content and campaigns are managed across channels. With a consolidated technology stack in place, the club is well positioned to explore new ways to engage supporters while maintaining efficiency and control. The flexible platform allows the digital team to adapt as priorities evolve, supporting ongoing innovation without adding unnecessary complexity.
The decision to relaunch our website on Xperience by Kentico marks a milestone on our digital transformation journey. Xperience by Kentico will sustainably improve the digital fan journey and optimize our internal processes.
German success story
Read the success story in German - Neue digitale spielstrategie für den 1. FSV Mainz 05.
