hsv.de is the digital destination for fans, the press and anyone interested in the club. It brings together live scores, club news, video content and an archive of more than 15,000 articles in German and English.

The platform had evolved over many years on a TYPO3 installation, resulting in a monolithic system. To enable the continued development of the club’s digital presence, HSV needed a more flexible technological foundation, one that could support modern content models and deliver content across a range of digital channels.

HSV did not need a facelift; it needed a robust technical foundation: headless, scalable, editorially powerful and capable of serving not only the website but also downstream channels such as the mobile app. The goal was to rebuild and modernise the digital platform around a flexible, headless-oriented architecture, using modern AI-assisted development methods.

Turbine Kreuzberg is moving hsv.de to a headless architecture built on Storyblok as the CMS and Next.js on Vercel as the frontend. The result is a scalable platform with a well-structured content model, flexible page types and an editorial interface that editors genuinely want to use.

Real-time sports data is delivered directly to the new website through an API: live scores, league tables and statistics are embedded directly into the editorial experience. All other third-party services, including video, job listings, ad delivery, consent and tracking, have been integrated in compliance with the GDPR.

Selected HSV app content is delivered through a dedicated API endpoint based on the Storyblok content model. The website is more than just a website: it serves as a content layer for the club’s digital ecosystem.

The entire development process was set up AI-first, with a lean senior team consisting of two experienced developers, a quality assurance manager, a product owner and, of course, Claude by Anthropic. Components are created using the Figma MCP Server, which feeds manually created designs and screenshots directly into the AI agents and automatically extracts pixel perfect specifications. Since no official Storyblok MCP server existed, we built one ourselves. Jira tickets are generated by AI from a version-controlled knowledge base repository and synchronized directly with Jira. A living style guide documents every building block and serves as the team’s single source of truth.

We migrated the architecture from TYPO3 to Storyblok as a headless CMS. Content models were carefully redefined, and the frontend runs on React Server Components with the Storyblok Visual Editor Bridge and Draft Mode, in both German and English. We developed UI components, from navigation and teaser systems to the Live Match Stage and League Table. Accessibility was treated as a core requirement from the outset, not as an afterthought.

For the content migration, we reverse-engineered the TYPO3 database structure, parsed FlexForm XML and fully mapped more than 15,000 German- and English-language articles to the new Storyblok data model. This included inline HTML, image references, embedded videos and URL redirects to preserve SEO continuity.

We also developed a dedicated API endpoint for the HSV mobile app that structures Storyblok news for app consumers. Storyblok is therefore not just the website’s CMS; it is a content layer for the club’s digital ecosystem. SEO fundamentals, including meta tags, Open Graph data, a sitemap and structured data, were built in from the start, along with the groundwork for GEO optimization.

Following onboarding and training delivered by our team, HSV’s editorial staff can now manage content more efficiently, structure it more flexibly, and publish it across a range of digital channels.

What HSV gets:

• A modern headless platform that can grow with the club’s needs

• More efficient editorial work through a CMS interface designed for speed

• Real-time sports data delivered directly to the website, without detours through third-party sources

• More than 15,000 pieces of content migrated cleanly, including redirects and SEO continuity

• Accessibility as a core requirement from the outset, not as an afterthought

• HSV app content supplied directly from Storyblok, providing a content layer for every channel

• High development velocity and a fast go-live through an AI-first approach, without compromising code quality

Every great team needs the right players. We have them. Our team of developers, strategists and product experts doesn’t just look good on paper, it delivers in every match. And with a strong network of technology and solution partners, we can cover every specialist position on the pitch.