10Duke Case Study Arsenal (PDF)

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Single sign on for 30,000 premium
Arsenal fans
Arsenal is one of the most famous football clubs in the world with a
passionate group of fans found the world over.
With focus on the pitch, the Arsenal digital team wants to make sure that its
most loyal fans were rewarded for their commitment with an engaging
online experience.

The Challenge

Arsenal wanted to provide its most dedicated fans with an enhanced

online offering that rewarded them for their loyalty to club

To improve access for loyal fans to
Arsenal’s online members-only
Solution components
10Duke Identity Provider

Delivery timeframe
14 days

The Specific Problem
Arsenal wanted to improve the user experience for premium members on
its website. Fans who purchased an annual membership had to then
separately register with and login to Arsenal online membership area.
Arsenal wanted to automate this process and allow any fan purchasing an
annual membership package to automatically gain access, through SSO, to
Arsenal’s exclusive online members’ area using the same email address and
password combination.

Key stats
improved online experience for fans
single view of the customer for Arsenal

The Solution
Arsenal selected the 10Duke Identity Provider in order to
provide SSO between the membership purchasing
applications, provided by TicketMaster, and Arsenal’s own
membership site.

It was an easy decision to pick 10Duke to
be our partner. Their expertise in SSO and
working with major sports organisations
combined with their platform enabled them to
quickly and cost effectively create a solution for
Arsenal FC.

The 10Duke IdP provided a single, master Identity Provider
to both the Ticketmaster application and the Arsenal
membership application.

Richard Glover, General Manager,

Arsenal Broadband Ltd

When fans purchased new memberships, they created a
profile for themselves that was recognised by both
applications and enabled them to access both applications
seamlessly, without the need to sign in separately to both.

Implementation Method
10Duke integrated the 10Duke IdP to both the Ticketmaster
application and Arsenal’s own online members community
on behalf of the Arsenal digital team.

Deployment Model
The 10Duke Identity Provider was provided on SaaS basis
from 10Duke’s private cloud for Arsenal.


About 10Duke

Arsenal was able to dramatically improve the user
experience on its site and among the premium fan base, as
its fans were able to simply and quickly access all of the
components of Arsenal’s online offering using a single email
address and password.

10Duke provides a set of composable services,
delivered as RESTful APIs, that cover capabilities
such as Single Sign-On, federated identity
management, content paywalls and metering,
identity-based licensing, and cloud-based file
management and conversion. 10Duke APIs have
been used to create award-winning online
applications for customers such as Rovio (Angry
Birds), the Association of Tennis Professionals (ATP),
the BBC, Trimble, Unilever, Arsenal Football Club,
and Maserati.

SSO for 30,000 premium fans

One 3rd party API integration

A 2 week integration and deployment

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