Machine Football builds AI models of football for clubs, leagues, media companies and investors. We designed their website in Figma and built it in Framer, with a page for each kind of content and a CMS the team runs itself.

Client: Machine Football AI · Industry: Sports AI, football analytics · What we did: Website design and build · Platform: Figma, Framer · Timeline: 21 Jan to 19 Mar 2026 · Live: machinefootball.ai

Machine Football builds AI models of football. Clubs, leagues, media companies and investors use them to understand the game, and football agents use its app to find, value and place players. The company is Machine Football Ltd, based in London and set up in January 2023. Graeme Le Saux is the founder and Chris Perry is the CEO.

The site had to make a complex AI product feel like football, and give five kinds of content a proper home.

Credibility first. Football analytics is judged on trust, so the site had to read as serious expertise without feeling cold or academic.

A model you can’t see. An AI model of football is hard to picture, and visitors needed to feel its size before reading any detail.

Five kinds of content. Special projects, reports, media, blog posts and a glossary each needed their own page.

Publishing without help. The team needed to add posts, media and glossary terms without a developer.

The first screen is a stadium video with “We are obsessive” built letter by letter.

Then it says one thing: “Imagine 1.1 billion on pitch events.” Visitors see the scale of the model before they read a word.

The look is dark: near-black pages, stadium photos and bold white type, so the site feels like elite football, not a lab.

We designed and built Home, Special Projects, Reports, MF Media, Blog, Glossary and Contact.

The menu numbers each section, 01 to 06, so the site reads like a magazine.

Special Projects pages mix data, photos and written analysis in one layout. The Reports page walks buyers through each report and the metrics inside it, under “Inside every report”.

The Blog, MF Media and Glossary run on the Framer CMS.

The team adds blog posts, media and glossary terms itself, and each one gets its own page.

The glossary explains their own football terms, like System Fit, under the line “Understand football like never before.”

Sections, numbers and images come in as you scroll.

The same dark design carries through on phones, page by page.

Included:

Website design in Figma, for desktop and phone.

Framer build of seven pages: Home, Special Projects, Reports, MF Media, Blog, Glossary and Contact.

CMS set-up for the Blog, MF Media and Glossary.

Scroll animations, including the letter-by-letter first screen.

Not included:

Brand identity. Their logo and brand came from a separate brand studio.

The product. The AI models and the agents app are Machine Football’s own.

Ongoing content. Their team writes and publishes the posts, media and glossary terms.

Designed and built in about eight weeks, from 21 January to 19 March 2026.

Seven pages, with three content types in the CMS: blog, media and glossary.

The site is still live on our Framer build, and the team still publishes to it. It was last published in July 2026.

Link glossary terms inside posts and reports. When a post mentions System Fit or True Value, link it to its glossary page, so readers and search engines can follow the thread.

Mark up the glossary questions. The Glossary page already answers common questions. FAQ structured data would help Google and AI search read those answers.

Track the main actions. Measure which pages lead to report purchases and app access requests, so the team knows which content brings in buyers.

I design websites in Figma and build them in Framer or Webflow, so your team can edit every page without a developer. Message me here on Contra with your site or Figma file, and I’ll reply with a plan and a fixed price.