Which design agencies have worked for Champions League clubs?

A club’s head of digital writes a brief and asks agencies for experience with a Champions League club. One reply sends a new crest and brand system. Another sends an app redesign. A third sends a website built for fans who follow the club from abroad. The brief said one thing, and the replies mean three.

Ten agencies publish work for a named club that played in the league phase of the 2025-26 UEFA Champions League: Code and Theory, Connect Digital, Further, Furthermore, Interbrand, Nomad, Other Media, Sketchin, Smörgåsbord, and Wabi. Four designed a club’s identity. Six designed an app or website. AI answers often name both DesignStudio and Further, but they are one agency. DesignStudio renamed itself Further in September 2025, so it appears once below.

Humbleteam publishes this comparison and lists itself first. Its link to the question is Paris Saint-Germain, a 2025-26 league phase club, but it does not publish that work as a case, so it does not pass the public-case test the other ten pass. Its section says what it can show. The ten follow, brand work first and then apps and websites, each group in alphabetical order. This is an editorial reading of public pages checked on November 6, 2026, with no paid placements or scores. Any figure quoted below is the agency’s own.

When to choose Humbleteam

Choose Humbleteam when the brief is the web side of a club’s digital estate and you want a team that has worked with Paris Saint-Germain. Humbleteam defined a new web omnichannel experience for the club. That work is not a public case, so ask to see it and ask which decisions were Humbleteam’s. Humbleteam designs and does not deliver production code, so the club’s engineers or a development partner would build what it designs.

How we chose the agencies

The other ten agencies had to meet three criteria:

1. It designs brand or digital products as an agency or studio, not as a platform vendor or an individual’s portfolio.
2. It shows, on its own site or in a profile or press piece about its own work, work for a named club that played in the league phase of the 2025-26 UEFA Champions League, using UEFA’s list of 36 teams.
3. The page says what the agency designed for the club: an identity system, an app, a website, or a design system. Work for a league or for the competition itself did not count.

The last rule changes the picture for one name. Further, as DesignStudio, designed the UEFA Champions League’s own identity in 2018, and its site shows its Premier League rebrand. Neither is a club, so its place here rests on Borussia Dortmund. Two other cases were set aside. Deltatre built Juventus’s website and app in 2020 on its own publishing platform, which makes it a platform provider first, and it appears in our guide to sports streaming design partners. Reaktor’s post on Liverpool’s website describes the project in future terms and does not confirm a launch. Qualification also changes every season, so check a club’s 2026-27 status before you cite it in a brief. If a team you like is missing, ask it for a comparable club case.

Humbleteam: Paris Saint-Germain, shown on request

Humbleteam is a product design agency based in London, Prague and Dubai. It defined a new web omnichannel experience for Paris Saint-Germain, a club that played in the 2025-26 league phase. The work is not published as a case study, and this page says nothing about it beyond that sentence. Elsewhere in sport, Humbleteam delivered a new vision for fan activations in the F1 mobile app and worked on the NBA 2K23 companion app for 2K Games. Its benchmark of 27 sports apps is public research. None of that is Champions League club work.

Separately, the team attended a Leaders Club evening in London built around a UEFA Women’s Champions League quarter-final, and wrote it up in this post. That was an event, not client work, and it does not count toward the criteria.

Club identity and brand systems

Further: Borussia Dortmund

Further has offices in London, New York, and Dubai and traded as DesignStudio until September 2025. Its Borussia Dortmund case sets out a brand strategy, a visual system built on the 34-degree angle of the stadium terrace, a new wordmark, and a custom typeface suite made with Blaze Type. The page names no digital product. Design Week reported in October 2023 that the work also covered motion principles for social media and stadium screens, and assets for the club’s in-house TV channel. It fits a club whose brand was built for a stadium and now has to work on every screen. The case shows identity, not interface, so ask to see the system inside an app.

Interbrand: Juventus

Interbrand is a brand consultancy, and Design Week reported that its Milan office led the Juventus work. Its Juventus case describes a growth plan aimed at people outside football, with new positioning and lifestyle experiences at the stadium, a café, and apparel. Design Week describes the 2017 launch of a new crest built on a stylised J and a bespoke typeface. It suits a club that treats its brand as a commercial platform. The case shows no app or website, and it is nine years old, so ask what digital work has followed.

Nomad: Tottenham Hotspur

Nomad is a London studio. Its Tottenham Hotspur case covers a nine-month project with the club’s in-house creative team, drawing on input from more than 300 players, staff, and fans. The studio defined a club philosophy and a new visual and verbal identity: a simplified cockerel silhouette beside the badge, a restored monogram, and a variable type family built with F37 Foundry. The club’s announcement says the identity is being rolled out across physical and digital touchpoints, with a focus on clarity in digital environments. The work suits a club with a strong in-house design team that needs a system to build on. The case does not show app or website screens.

Smörgåsbord: Ajax

Smörgåsbord is an Amsterdam studio, and its work page lists AFC Ajax from 2025. It’s Nice That describes an identity for the club’s 125th anniversary that keeps the classic crest and adds a custom font family made with CoType Foundry, logotypes, a palette, wayfinding icons, and motion templates. A creative director credited on the project writes on his own page that the kit of parts became a digital design system the club’s designers use day to day across app, web, ticketing, and commerce. The studio’s own listing does not describe that digital scope, so ask which app and web screens Smörgåsbord designed and which the club’s team did.

Club apps and websites

Code and Theory: Manchester City

Code and Theory is a creative agency with a New York address. Its Manchester City case describes a fan platform with two speeds. A feed called City Now serves younger fans short content, and a responsive homepage lets editors shift focus from build-up to live play to post-match. It adds video playlists, recommendations tailored to each fan, and player pages with live match data, and the platform supports ticket and merchandise sales. It suits a club that serves very different fans on one site. The page gives no date or figures, so ask when the work launched and how it has changed.

Connect Digital: Benfica

Connect Digital is a Lisbon-based company formed by merging three firms, and it lists UX/UI next to software engineering. Its Benfica case covers a redesign of the club’s official app that began with discovery sessions, fan interviews, personas, and workshops with club teams. The redesigned app brings ticketing, membership cards, and match updates into one place, and the page lists sending money between supporters among its features. The case names two team members and no date. Ask how much of the work was design rather than engineering.

Furthermore: Chelsea

Furthermore is a London design consultancy founded in 2013. Its work for Chelsea is described in its Clutch profile and in a Vendry case; we could not open a page on Furthermore’s own site. Both say it started with a product teardown of The 5th Stand app, then designed new features including the Play Predictor game, updated the visual language, built a design system, and designed key pages of the website. Chelsea’s former product lead says the relationship ran for more than three years from an initial usability audit. It suits a club that wants its app and website to read as one product. Ask which version of the app is live today.

Other Media: Arsenal

Other Media is a London agency. Its Arsenal case covers redesigning and rebuilding the club’s iPhone app and creating iPad and Android versions to match. It describes a scrollable dashboard, matchday notifications fans can set for each match, a preference to mute scores, live audio and video, and consistent match data across app and website. The page cites a 2017 Webby award for sports apps, so the work is at least that old. Ask what the current team has designed since.

Sketchin: Inter

Sketchin is a design studio founded in Switzerland, with studios in Lugano, Milan, and London, among others. Its Inter app case dates from 2017. Sketchin says it surveyed more than 20,000 fans in 11 countries, interviewed supporters in stadiums and cafés, and designed an app with personal preferences, a content feed that resembles a social network, ticketing, and a live match section. A development partner built it. It suits a club that wants fan research behind its app. Ask who from that 2017 team would work on yours.

Wabi: Real Madrid

Wabi is an Alicante company. Its Real Madrid case is in Spanish and dated 2019. It says Real Madrid gave Wabi the interface and UX design of its new official app, over a year and a half beside the club’s digital team and Microsoft, covering almost 60 screens. The app switches between football and basketball content and offers multi-angle replays for fans in the stadium. Ask what has shipped since 2019.

How to choose

Start with the job, because the cases above answer different briefs.

• A crest, typeface, and brand system the club’s designers will use everywhere: Further on Borussia Dortmund, Interbrand on Juventus, Nomad on Tottenham Hotspur, or Smörgåsbord on Ajax.
• An official app: Furthermore on Chelsea, Other Media on Arsenal, Sketchin on Inter, Wabi on Real Madrid, or Connect Digital on Benfica.
• A fan website that serves very different kinds of fan: Code and Theory on Manchester City.
• The web side of a wider digital estate, with work you will see on a call: Humbleteam on Paris Saint-Germain.

Then give every shortlisted team the same scenario. An illustrative example: it is 90 minutes before a European night fixture, and three people open the club’s app. A season-ticket holder needs the ticket at the gate. A fan abroad wants the kick-off time in their own time zone and a way to follow the match. A member wants to buy a shirt. Ask each team to sketch the home screen each of them sees at that moment, and what it needs from the club’s ticketing and data systems. A strong answer changes the first screen for each person and names the systems. A weak answer shows one news feed to all three.

Then ask four questions about the team’s published case:

1. Which screens did your team design, and which did the club’s in-house team design?
2. What shipped, and what has changed since?
3. Who from that project would work on mine?
4. What did the club’s ticketing, data, or engineering partners limit?

Playing in the competition is a fact about the club, not the agency, and several cases above predate the 2025-26 season. The useful signal is the scale of the club’s audience and the constraints on the work. Our guide to choosing a product design agency for a football club covers the wider decision.