Case Study: Play by the Rules

Keeping Sport Safe, Fair & Inclusive

Play by the Rules Project Snapshot

Play by the Rules was first developed by the South Australian Department for Sport and Recreation in 2001 as an interactive education and information website on discrimination, harassment and child protection in sport.

Over the years, as more agencies have seen the need to promote Play by the Rules, they have joined as partners and helped by contributing funds, content and in-kind support.

  • Sitecore Experience Platform (8.1)
  • Sitecore Experience Database (xDB)
  • Sitecore Web Forms for Marketers (WFFM)
  • Design - Information Architecture (IA), User Experience (UX) and Information Design (ID)
  • Frontend - HTML5 & CSS3
Play by the Rules Website Responsive Showcase


Play by the Rules is a unique collaboration between the Australian Sports Commission, Australian Human Rights Commission, all state and territory departments of sport and recreation, all state and territory anti-discrimination and human rights agencies, the Office of the Children's Guardian, the Australian New Zealand Sports Law Association (ANZSLA) and the Anti-Discrimination Board of NSW.

These partners promote Play by the Rules through their networks, along with their own child safety, anti-discrimination and inclusion programs.

Customer Success

Peter Downs, National Manager of Play by the Rules, talks about what digital transformation looks like for a non-profit, and why Sitecore was their platform of choice.


Create a digital support sporting centre for safe, fair, and inclusive sport & recreation.

Play By The Rules services support players, coaches, parents, clubs and the wider sporting community. Over the decade working with the sporting and club community, the network had grown in influence, helping the lives of thousands of participants in sport. The challenge was scale and the distribution of important material across geographical location and to a variety of audiences seeking access to support. We also focused on solving challenges by creating a digital strategy that would :

  • Evolve, inspire, and involve through a new digital medium
  • Provide access through a personalised content, tailored to meet audience personas
  • Ensure the right person received the right information, at the exact time they require it
Play by the Rules Responsive Website on Sitecore Play by the Rules Responsive Website on Sitecore


Simple but comprehensive, with the emphasis on personalised access to content.

With a combination of digital best practise and state of the art technology, Play by the Rules and Switch built a method of dynamically surfacing real-time content based on a persona selection across Administration, Coach & Official, Player, Parent. Each selection brings to the fold relevant video, e-learning, blog, and promotional content, providing every visitor a highly engaging and tailored experience.

This was achieved by establishing strong foundations from hosting infrastructure combined with the scalability and power of Sitecore.


Experience marketing and server infrastructure deliver a scalable platform to amplify an important message for Play by the Rules.

A Sitecore digital strategy utilising powerful hosting infrastructure to leverage market leading solutions has enabled Play by the Rules to achieve a greater level of digital maturity and deliver the content and context to their customers. This has been achieved in an extremely short amount of time and provides Play by the Rules with the best opportunity to deliver their message.

“The implementation of our new Sitecore based platform is a massive step forward for Play by the Rules. Working with Switch was the best decision we made in making this a reality. Their professionalism, commitment, expertise and understanding of what we wanted to achieve have been outstanding. I'm looking forward now to continuing our work together in taking Play by the Rules to even greater heights”

Peter Downs, National Manager, Play by the Rules

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