The Preußen-ID: From Concept to Close to 100,000 Fans in Six Weeks

In February 2026, SC Preußen Münster launched the Preußen-ID — a unified fan identity that today connects close to 100,000 users and a six-digit number of opt-ins in a single profile. Member onboarding has run automatically ever since. Manual list management is gone.

Less than six weeks passed between kick-off and go-live. Not one of SCP's existing systems had to be replaced.

Three Systems, No Shared Fan Profile

The ticket shop, membership management, and app login were each provided by different vendors at SCP. A fan who bought a ticket and held a club membership existed as a separate record in all three systems. Reaching that fan in a targeted way meant reconciling lists by hand. A campaign aimed specifically at ticket buyers without a membership was practically impossible to run.

On top of that, membership cards existed only as physical plastic — no digital alternative in sight.

This is a challenge many sports organizations face today: digital touchpoints multiply, but the underlying fan data stays fragmented, siloed, and hard to activate. Without a unified identity layer, every campaign is an approximation.

How the Preußen-ID Works: Every Ticket Purchase Becomes an Identified Fan

The decisive lever was connecting the ticket shop. Fans now sign in there with the same credentials they use for the Preußen-ID — no separate registration needed. As a result, every ticket purchase produces a uniquely identified profile in the club's own records.

This is single sign-on in practice: one identity, all services. Fans don't notice the infrastructure shift — they just use one login everywhere. The club gains a complete picture of who is buying tickets, who holds a membership, and where the two overlap.

The effect was immediate. In the launch month, identified fans grew into the four-digit range within weeks. Three months later, the number sat well into the five-digit range. The majority comes directly through the ticket shop — today the most important entry point into the Preußen-ID.

Member Onboarding Without Manual Steps

Membership management stays in the existing tool. No system changes. What changed: the moment a new member is created, an automated process runs in the background.

The Preußen-ID provisions the account, sends the invitation, and generates the digital membership card. No CSV exports. No manual imports. No work for the club team.

Every status change — joining, updating data, or leaving — syncs in real time. What used to be recurring manual work now runs quietly in the background. The result: a fully automated membership management workflow that scales without additional headcount.

The Membership Card as a Wallet Pass

For the first time, SCP members carry their card digitally on their smartphone. The wallet pass is available for iOS and Android, displays name, membership number, and the "member since" date, and updates automatically whenever the membership status changes.

No app download required. No separate login for the card. It lives in the place fans already keep their boarding passes and loyalty cards.

In total, close to 100,000 users with a six-digit number of opt-ins are now connected through the Preußen-ID.

Six Weeks from Kick-Off to Go-Live

Less than six weeks after kick-off, login, digital membership card, and automated member sync were live in production. This speed is only possible because SCP didn't have to rebuild its existing infrastructure — Unidy's white-label identity layer sits on top of what's already there.

The frontend components are delivered via the Unidy SDK and embedded directly. No internal development team at the club was required.

This mirrors what Hamburger SV achieved with HSV.ID: a unified fan identity built on top of existing systems, with measurable results from day one.

What's Next: Tickets in the App, SDK Integrations, and Digital Marketing

Three steps are planned for the next phase.

Tickets in the app: Fans will see their purchased tickets directly in the club's own environment — no detour through external tools.

Native SDK integrations: Further touchpoints will connect to the Preußen-ID via the Unidy SDK, so every new service is part of the unified fan identity from day one.

Digital marketing: Building on the now-connected dataset, personalized fan communication begins — from targeted campaigns to measurable activation for partners and sponsors.

The foundation is in place. Knowing who your fans are is the prerequisite for everything else.

Curious how your ticketing and membership data could become a single fan identity? Request a demo →