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Web Development

How RTR Sports Marketing rebuilt 9,000+ pages across 12 languages while keeping SEO equity intact

Project Overview

Organisation

RTR Sports Marketing

Industry

Sports Marketing / Motorsport Sponsorships

Specialization

Sponsorship strategy, rights negotiation, activation, hospitality, ROI measurement

Operating since

1995

Operates across

MotoGP, Formula 1, Formula E

Products / Services Used

  • Web Development
  • WordPress
  • Multilingual Migration
  • SEO Preservation
  • UX Redesign

RTR Sports Marketing has dominated motorsport sponsorships since 1995, ruling MotoGP, F1, and Formula E. They have three decades of industry respect. But their digital storefront needed a serious tune-up.

‍

A modern, multilingual platform was overdue. And the migration couldn't afford to drop a single SEO ranking earned across those 30 years.

‍

9,000+ pages, 12+ languages, content built on a deprecated page builder, and a knowledge base of another 1,000 pages added mid-project. That was the brief.

Performance Insights

Key results for the client

9,000+

Pages migrated

20x

Languages supported

15

Critical downtime

4

Mid-Project Knowledge Updates

Client objectives

The challenges RTR Sports Marketing faced

1.
A legacy build standing in the way of modernization

The existing site ran on Visual Composer - a page builder whose shortcodes and layout logic clashed directly with the modern, ACF-flexible module structure the new build required.

2.
SEO equity earned over 30 years

Three decades of domain authority and organic rankings were sitting on the URLs being migrated. Mishandled redirects, broken meta fields, or structured data slips would have erased visibility that took years to build.

3.
Duplicate posts and broken multilingual links

The legacy database held duplicate content, missing alt values, and inconsistent links across language versions - issues that snowball exponentially when multiplied by 12 languages.

4.
Design overhaul colliding with legacy content

Modern layouts assume a certain content shape. The legacy content didn't follow it. Forcing the two together without breaking the presentation required hand-tuning at scale.

5.
Tight deadlines, then a scope expansion

The migration had to land before RTR's next campaign cycle. Mid-project, a Knowledge Base plugin with 1,000+ additional pages was added to the brief. The deadline didn't move.

6.
WPML's single-tab translation constraint

WPML's strict workflow only permits translation in one tab at a time - a bottleneck that, untreated, would have made a 12-language migration crawl.

Mavlers Strategy

How we delivered a multilingual web migration at scale

1.
A clean foundation before a single page moved

The live site was cloned, stripped of unused plugins and bloat, and rebuilt on a custom theme. Without the legacy clutter carried forward into the new platform.

2.
Phased migration with dedicated teams per content type

Instead of one team migrating everything, dedicated pods owned specific post types end-to-end. Fewer handoffs meant fewer errors and faster execution.

3.
Custom automation scripts for the repetitive work

Scripts handled metadata migration, alt value preservation, and layout normalization. Work that would have eaten hundreds of manual hours. Engineers spent their time on the judgment calls, not the keystrokes.

4.
CSV-driven QA against live and staging

URL-by-URL and slug-by-slug verification using CSV exports and Google scripts caught every discrepancy before it reached production. Humans only stepped in to fix the rare errors the automation flagged.

5.
SEO preservation built into the migration plan

Redirect rules, canonical tags, and duplicate content risks were audited proactively. Before the cutover, not in response to a ranking drop.

6.
Cross-language media syncing

Built so a single image upload propagates across all 12 language versions automatically. Content updates that used to be a 12-step process became a one-step process.

Results

What RTR Sports Marketing achieved

9,000+ pages migrated across 12+ languages

No critical downtime.

SEO equity preserved

Three decades of domain authority and organic visibility carried over intact.

1,000+ Knowledge Base pages absorbed mid-project

Without slipping the original deadline.

Content management simplified

Through flexible modules and automation.

Modern, responsive UX

Built for speed and the multimedia-heavy nature of motorsport content.

Cross-language media syncing

Turned routine content updates from a 12-step task into a one-step task.

The platform now matches the calibre of the brand. And the migration that could have erased 30 years of SEO work added years of operational efficiency instead.

‍

You know I have seldom been easy to please. However, I just noticed a fine little detail in your coding I'm very happy with, and I wanted to say 'thanks' to you and the team. I hadn't noticed before that once a picture is uploaded, it automatically reflects across every language instantly. This is very clever and a time saver. Hats off to the team for this. Bravo.

Sandra Field
Emanuele Venturoli

Head of Communication

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