Millwall FC’s Transformation Journey: Digitally Reinventing Fan Engagement
Millwall FC’s digital transformation, powered by OneID®, enhances fan engagement with a seamless Single Sign-On (SSO) experience. By simplifying login and verification, the club achieved a 98.9% accurate fan database, 30% SSO adoption and record-breaking attendance. This data-driven strategy boosts marketing, engagement and personalised experiences for long-term growth.
Millwall Football Club is on a journey to redefine how it engages with fans and boosting matchday attendance in the process. This digital transformation has provided fans with personalised experiences when they interact with the club online or at the ground.
Millwall has partnered with OneID®, the UK’s only truly digital verification solution to improve fan recognition – a critical enabler on this journey – to modernise and streamline how fans can access club services.
The start of a transformation
Millwall fans faced fragmented login experiences across ticketing, retail, video streaming and engagement platforms. Fans had multiple accounts, with multiple passwords to remember, creating frustration and reducing engagement. It also created inaccuracies and duplicate entries in the marketing database – giving Millwall a disjointed and inconsistent view of its fans.
Millwall’s adoption of OneID®’s digital identity verification solution within their single sign-on (SSO) solution transformed fan engagement. With OneID®, fans could share verified identity data via their mobile banking app to create a fan profile securely in an instant. When a fan logs in using OneID®, their personal information such as their name, address, date of birth and contact information are shared, with their consent from their bank records.
For a fan this provides a single login to all Millwall services, and for Millwall a single view of the fan’s interactions with the club and an accurate marketing database. With OneID®, Millwall now has one of the most accurate fan database in UK football, surpassing national averages across key data points.
With full name accuracy at 98.9% and email accuracy at 86%, Millwall is building a foundation for smarter, more targeted interactions with its fans. Today, 30% of Millwall’s fans use the SSO with OneID®, all through completely organic adoption.
Additionally, through the introduction of the OneID® Cloud Wallet, fans can securely and instantly login and share information. Millwall has seen rapid uptake of the OneID® Wallet with 10,000+ fans signing up for OneID®’s Cloud Wallet within a few weeks of its launch, demonstrating how easy it is for fans to set up a fully reusable wallet.
Breaking attendance records
Millwall FC has experienced record-breaking attendance levels, reaching heights not seen since the 1960s. The club recorded nine sellout matches last season, a testament to its growing and engaged fanbase both from within the UK and across the globe. This surge in attendance reflects not only on-pitch performances but also the club’s strategic use of data.
With a more accurate and unified view of its supporters, Millwall has been able to create highly targeted campaigns and personalised experiences that drive matchday engagement and increase fan participation.
Millwall’s strategy for long-term growth
Millwall’s transformation redefines how a football club engages with its community, which could be attributed to SSO enabling:
– Personalised fan experiences driven by data insights.
– Better targeted marketing campaigns improving engagement and conversions.
– Seamless, secure digital interactions removing friction from key touchpoints.
According to Luke Wilson, Chief Commercial Officer for Millwall: “By embracing innovation and prioritising fan convenience, Millwall has positioned itself for sustained growth, ensuring that every supporter enjoys a connected and enriched experience with the club.
“We’re at the start of a journey but by working with partners such as OneID® we know that we can have a higher quality relationship with our fans built on high quality first-party data.”
Looking ahead: a more connected Millwall Millwall FC’s journey is a testament to how a football club can harness technology to enhance the fan experience while unlocking commercial opportunities.
The club’s digital transformation has laid the groundwork for a future where engagement is effortless, transactions are seamless, and every fan feels valued. OneID®’s secure, frictionless authentication underpins Millwall’s new digital ecosystem and will shape how football clubs interact with their fans.
To know more about OneID® and what it can deliver for you, email me at: keith@oneid.uk
