1. FSV Mainz 05

By kuehlhaus AG, Germany
1. FSV Mainz 05
Sports & Entertainment

Mainz 05, the esteemed German football club with a century-long legacy, has achieved a digital triumph through the successful launch of its new website on Xperience by Kentico, a cutting-edge hybrid headless digital experience platform (DXP). Partnering with Kentico and implementation partners kuehlhaus AG and Bluesoft, Mainz 05 has taken a monumental step in streamlining its digital ecosystem, enhancing fan experiences, and optimizing internal processes.  

fans engaged

Mainz 05’s winning play: Elevating fan experiences with a hybrid headless platform.

1. FSV Mainz 05

Spectacular digital experience powered by Xperience by Kentico.

Xperience by Kentico, the DXP that powers the Mainz 05’s website, is a hybrid headless platform offering unparalleled flexibility and scalability. Its architecture enables Mainz 05 to modernize its digital experience, focusing on the capabilities essential for their target markets. The platform provides built-in, ready-to-use features while allowing for future scalability and extensions through integrations.


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, and Xperience by Kentico emerged as the perfect solution, offering the capabilities they needed to meet their goals.

Backed by the Kentico team, kuehlhaus AG and Bluesoft mapped out a timeline for regular iterations of Mainz 05’s website. The timeline started with phase 1 that consisted of an investigation, design and development including content migration and a rolling QA stage through to go live. Content modeling was a big part of the project to ensure the end solution was strong and ready for future feature releases.

Tobias Sparwasser, Director of Communication and Media, Mainz 05
Tobias Sparwasser
Director of Communications & Media
1. FSV Mainz 05

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.

The DXP allowed Mainz 05 to achieve its goals by minimizing overhead, maximizing return on investment (ROI), and providing the necessary tools for their digital evolution. The platform's agile and iterative approach, coupled with support from Kentico's Customer Success services, ensured a smooth implementation process.

With the successful phased launch of its website, Mainz 05 is now set to implement digital marketing features, including Contact Management, Audience Segmentation, Email Marketing, and Marketing Automation. The plan also involves managing multiple channels – website, app, and social channels – from the centralized DXP, ensuring a cohesive and efficient digital strategy.


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.

German success story

Read the success story in German - Neue digitale spielstrategie für den 1. FSV Mainz 05.

kuehlhaus AG
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