New England Patriots: Website Review

I recently looked at the website of The New England Patriots who are undoubtedly one of the strongest franchises currently in the NFL winning ‘four Superbowls’ in their history (, using arguably, the greatest quarterback the game has ever seen. The website oozes the same class that the team do on the field with a simplistic colour scheme endorsing the brand image, as well as linking to their social media platforms as well as a number of video’s helping their website become more interactive.

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The Website layout for the New England Patriots

The website shows a number of different examples of digital marketing which is defined as ‘achieving marketing objectives through applying digital technologies and using digital media’ (Chaffey, D and Ellis-Chadwick 2012). The advertising of both, their major sponsors as well as official team merchandise are examples of the patriots using their online platform to promote their assetsAt the moment I believe the Patriots coverage and advertising of major sponsors such as Gillete are to low and to enhance client relations they could perhaps be promoting them more. This will cause the “building of brand positioning through associative imagery” (Business Case Studies)which  benefits both Gillete and The Patriots through the synergy of their two brands and should help supporters of the Patriots support Gillete and vice Versa. Although their are links to the websites of key sponsors.

The website has links to their social media platforms such as Twitter, Facebook and Instagram showing their desire to generate conversation and word of mouth surrounding their franchise “Integrating communication elements would be of value to both the consumers and marketing organisation (Kitchen and Shultz 2009). This helps with expanding of their brand and engaging more fans with information relating to the Patriots. Therefore, with fans are more involved in the goings on of the side they may wish to have a deeper emotional connection as the team become a bigger part of their identity. This links to ‘The Theory of Personal Investment’ (Wann et al, 2001) which states that increased ‘Team Identification’ leads towards a higher ‘Personal Investment’ in the team which would come in the form of tickets, memorabilia and apparel sales. This is helped by synergy between the website and social media platforms through the use of brand colours and recurring pictures such as the one of the ‘Gillette Stadium’.

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The New England Patriots website layout and design is incredibly similar to that of other leading NFL franchises such as the New York Giants and Washington Redskins. This is because a simple layout is easy to navigate and easy to associate with the team due to the brands colours being displayed. They all have large amounts of video content which makes a more interactive experience for the customer as well as giving them a visual insight into the world of one of the biggest sports franchises on earth. Benefits of Having a Web Video on Your Website ‘With 82% of people saying a video had a positive impact on their business’ (SingleRain Marketing) this should increase purchases of products and increase user enjoyment.

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The Washington Redskins Website
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The New York Giants Website


Zach Scott-Gray
Sports Marketing- Leeds Beckett University




Chaffey, D and Ellis-Chadwick, F.E (2012) Digital Marketing, Strategy, Implementation and Practice, Pearson. P 10)

New England Patriots Super Bowl Wins. [Online] Available from: <>
[Accessed April 2016

Patriots website image. [Online] Available From: < >
(Image accessed 28th April 2016)

The Benefits of Sponsorship. [Online] Available From: < >
[Accessed 28th April 2016]

Patriots Twitter Image [Online] Avalaible From: < >
(Image accessed 28th April 2016)

Marketing Stats. [Online] Available From: < >
[Accessed April 2016]

›Wann, D.L., Melnick, M.J., Russell, G.W. & Pease, D.G. (2001) Sport Fans The Psychological and Social Impact of Spectators, London, Routledge Taylor & Francis Group.

Patriots Image Header. [Online image] Available From: < >
[Accessed 28th April 2016]




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