Verifying and onboarding fans the first time and authenticating them each time they come back is often an overlooked part of a sporting club's fan engagement strategy. What adds to the challenges are the high number of duplicate profiles and inaccurate fan records.
But Millwall FC has shown that simplifying how fans log in could drive up fan engagement and add to the club’s bottom line. In the process, they have a fan database accuracy higher than the national average and the most number of sellouts since the 1960s.
At the heart of this digital transformation is a digital identity verification-enabled single sign-on. The solution allowed Millwall to:
Don’t miss this session if you are responsible for your club’s digital transformation, customer relationship, experience and engagement, IT and Technology, marketing, commercials or revenue.
David Davies is a former Executive Director of The Football Association and a respected broadcaster, having reported for over two decades with the BBC, including coverage of General Elections and FIFA World Cups. With a deep understanding of sport’s role in society, David has been a long-time advocate for inclusion, fan engagement, and innovation in football. Today, he advises a range of organisations, including OneID®, championing the use of digital identity to fight fraud and build safer, smarter connections between fans and the sport they love.
Luke is Chief Commercial Officer at Millwall FC, where he leads the club’s commercial, marketing, and ticketing strategy. With over 16 years’ experience in the commercial side of sport, he has worked with top organisations including Arsenal FC, UEFA’s TEAM Marketing, and agencies like FUSE and Pitch Marketing Group. Luke has also led partnership marketing for major brands and played a key role in government events such as COP26 and the Commonwealth Games during his time at the Department for Business and Trade. He also serves as a trustee of the Millwall Community Trust.
Having been with OneID® since its inception, Gary is an experienced Product professional with a proven track record of delivering innovative solutions and strategic change. He is a subject matter expert on fraud & identity solutions and how associated regulatory changes impact businesses and consumers. His passion, experience and knowledge have helped OneID® to create positive customer experiences, while still maintaining the highest levels of security.
