The collaborative effort between Mediacurrent, Crossborders, and the Dolphins has resulted in one of the most sophisticated, interactive, and professional websites in the sports industry. The Dolphins have created the in-depth fan experience they craved, while improving the site’s navigation, multimedia technologies, and social networking capabilities. Of course, the fans have played a big part in the site’s enhancement.
The site continues to receive positive feedback, and reinforces the Dolphins brand recognition. The editing tools of Drupal enable the Dolphins staff to quickly and easily update content and other assets. Most importantly, there are no ongoing licensing fees and the total cost of ownership to maintain the site is much lower than other NFL teams. Drupal’s flexibility will also allow for monetization strategies, particularly around advertising.