Tickets in one place
A supporter finds upcoming bookings in their account. Define which ticketing records can be linked, how corrections work and who helps when access fails.
Layer 01 · Identity & registration
One account. A clearer relationship.
An identity layer connects fan accounts, registration and access across your digital services. I help sport organisations decide where a recognised fan account creates value, how it connects to existing systems and who is responsible for it.
Free 30-minute introductory conversation.
- Fan valueWhy would a fan create an account?
- DeliveryWhich services recognise that account?
- EvidenceCan fans sign in and use the benefit?
What an identity layer does in sport.
The identity layer is the part of a digital ecosystem that establishes and recognises an account holder. Registration creates an account; authentication checks access to it. A shared identifier can connect relevant records across services when the matching rules and permitted uses are defined.
A login, a marketing permission and a membership entitlement answer different questions. Logging in does not automatically authorise marketing or unlock every service. The account, communication preferences and access rules need to work together without becoming a single undifferentiated checkbox.
Fans can enjoy content, attend events and buy products without a shared account. Ask for registration where it helps them: keeping tickets accessible, managing a membership or saving preferences. The benefit should be clear before the form appears.
Make the account useful to the fan.
Illustrative applications, not client case studies.
Membership access
A member receives the benefits their membership includes. Access follows the current entitlement, including renewals and cancellations; it does not rely on a marketing opt-in.
Preferences that carry across
A fan saves language or content preferences for use in connected services. Start with information the service needs, rather than a long profile to complete before anything works.
Define progress before you measure it.
Look at completed registrations relative to registration starts, successful sign-ins, account recovery and use of account benefits. Review duplicate records and support requests. A larger account database does not establish an improvement in retention or revenue.
A clear brief for your team and partners.
The deliverable is an account and access brief: fan journeys, identifier and matching rules, existing-system dependencies, responsibility for account support and acceptance criteria for delivery partners. Technical implementation and security review belong with the appointed specialists.
Review the priority.
Understand the audience, current work and the decision that needs support.
Define the brief.
Agree scope, dependencies, responsibilities and evidence for acceptance.
Support the next decision.
Review delivery and findings with your team and appointed partners.
Scope, responsibilities and fees are agreed before paid work begins. Explore advisory and workshops for ways to work together.
How this layer connects.
Identity supports fan data strategy and platform integration. It is one layer of the Fan Relationship System, rather than a requirement to put every experience behind a login.
Questions before we start.
Is an identity layer the same as a CRM?
A CRM manages relationship records and activities. An identity system manages accounts and authentication. They can be connected, but their roles, identifiers and responsibilities need to be explicit.
Do we need single sign-on?
Single sign-on can reduce repeated logins across connected services. Its value depends on the fan journeys, supported integrations and access requirements. It does not remove every integration or support problem.
Where should we start?
Choose one useful account journey and map the systems it touches. Scope, technical constraints and responsibilities determine the delivery plan; a universal implementation timeline would be misleading.
What needs to work better for your fans?
Bring one priority or a current delivery question. We will discuss the problem, the available evidence and where support would be useful.