The Australian Football League (AFL) partnered with Intragen to transform its digital fan experience, redefining how supporters access and engage with its growing ecosystem of platforms. By enhancing its existing identity infrastructure with IntraSuite’s Chameleon solution, the AFL delivered a seamless, scalable, and brand-aligned login experience in just 12 weeks - driving rapid adoption and setting a new benchmark for fan engagement.
Case Study
The Australian Football League
Company background
The Australian Football League (AFL), consisting of 18 teams, is the leading professional organisation for Australian rules football, operating within the sports and entertainment industry. Headquartered in Melbourne, Victoria, the AFL manages elite men’s and women’s competitions, oversees commercial operations, and drives community engagement across Australia.
With a strong focus on growth, innovation, and user experience, the AFL has established itself as a major player in the national sports market and a benchmark for sports administration and commercial strategy.
The AFL iD solution delivered in just 12 weeks
The service has been expanded to 20 digital platforms
K
700k self-verified fans signed up over an 18-month period
The challenge
The AFL had been using Okta’s Customer Identity (OCI) solution for several years. While functional, the solution was not optimised for a first-class user experience - the customer journey felt disjointed. This was largely due to the constraints OCI has over its user interface and therefore the user journeys the solution provides out-of-the-box.
To address this challenge, the AFL set out to simplify and unify the login and sign-up journey across all its diverse digital touchpoints. The objective was to deliver a seamless user experience, supported by a purpose-built profile management portal tailored to its fans’ needs.
The solution
Working together, the AFL and Intragen determined that enhancing the existing Okta platform with Intragen’s IntraSuite Chameleon product would provide the most effective solution. Chameleon achieves this by removing all constraints over the look and feel of all user journeys and aligning these with an organisation’s wider digital presence. This approach eliminated any jarring or off-brand stages within the login and sign-up user experience, shifting the system’s focus towards customer identity and ensuring a smoother, more intuitive experience.
The upgraded user journeys were designed to be straightforward for both fans and the AFL’s internal teams, reducing friction while adding value such as an auto scaling capability to meet previously unknown demands. Implemented rapidly within three months, this major upgrade also introduced a raft of new security features.
Once implemented, Intragen supported the AFL with deployment and rollout of the Chameleon solution.
