Osasuna website ranked best in LaLiga, study by elEconomista finds

A study by web performance consultant Guillermo Sanz for elEconomista found that Club Atlético Osasuna’s website is the best among the 20 LaLiga teams, even outperforming the websites of the 20 English Premier League clubs. The analysis, based on objective metrics from Google, assessed speed, interactivity, and stability of top-division club websites. The research showed that 88% ofOsasuna’s users had a “good experience” on the club’s site, placing Osasuna at the top among elite football clubs in Spain and the United Kingdom.

“Web performance metrics summarize millions of real experiences and reveal much about the health of a top-level sports organization. These data show respect for fans’ time, organizational efficiency and long-term economic viability. They are, literally, worth their weight in gold,” Sanz wrote in his article.

Google considers a website to provide a good experience when speed, interactivity and stability meet reasonable standards for 75% of page views. Sanz, however, takes the study further and suggests top-division clubs should have at least 87.5% of their page views meet that standard—leaving Osasuna as the only club to earn a passing grade among the highest levels of Spanish and English football.

“Google finds it acceptable that about a quarter of visits do not provide a fully satisfying experience. For a global search engine, that margin is reasonable. But it is also reasonable to expect more from elite Spanish clubs. Imagine a club’s website with 15 million measured visits in a month: a quarter represents almost 4 million. Four million poor or mediocre experiences are no longer just a statistical tolerance—they become a business problem,” Sanz wrote. “Therefore, Osasuna is the only club to pass among the 40 clubs analyzed.”

Benefits of Maintaining a Good Website

Sanz recalls that in the early 2000s, Amazon found the longer its website took to load, the more likely users were to leave. In sports, a club website that doesn't offer a good experience can lead to fewer visits and lower merchandise and ticket sales. A well-performing website also improves a club’sranking in Google search results and Gemini, Google’s AI, helping attract new fans and expand the market.

“The club that ensures a good experience for its users will rise higher in Google search rankings, be linked more often in Gemini (Google’s AI) responses and have an edge on platforms like Google Discover,” Sanz said. “Good web performance not only saves time, but also expands the market and attracts new fans that a slow, poorly performing site would never reach.”

While all of this can be measured in financial gains for the club, the most important benefit is showing respect for fans.

“… The three main web metrics speak to respect: respect for the fan’s time, attention, device and connection. Ultimately, it’s about respecting the simple act of reading a news story about their team or buying a ticket for the next match. Designing for those with the worst conditions improves the experience for everyone,” Sanz concluded.

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