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Traditional sponsorship models in the sports industry, in which visibility is primarily generated via logos on jerseys, boards or event posters, are coming under increasing pressure. Companies are questioning the effectiveness of their investments and expect more: measurable results, genuine interaction with their target group and a sustainable brand presence.
At the same time, sporting events and networks are increasingly moving towards hybrid and digital formats. Fans, partners and sponsors are digitally connected and expect a corresponding user experience – also in a business context. This is precisely where Polario comes in: The platform makes it possible to rethink sports marketing – as an interactive, data-supported and year-round active digital business community in sport.
1 Polario: The platform for long-term value creation in the sports environment
Polario is a modular, scalable solution that fits seamlessly into the existing structure of sports organisations, event organisers or marketers. The platform is designed not only to manage communities, but to actively shape them – with a focus on interaction, visibility and monetisation. By the way: Polario is developed and hosted by us, plazz AG, in Germany!
At its core, Polario creates a digital home for partners, sponsors and decision-makers that is based on exchange, growth and content. Instead of focussing on one-off events, business relationships are continuously maintained, intensified and made measurable. All functions can be flexibly customised to the respective target group and business model – from exclusive premium access to dynamic sponsorship placements.
2 Why a digital business community is crucial in sport today
Digital communities have long been established in many industries – whether as knowledge networks, platforms for industry news or as places for exclusive networking. In sport, however, there is still enormous untapped potential. Yet hardly any other environment offers as many points of contact for strong business relationships as professional sport: emotion, reach, trust and shared experiences are already there – they just need to be extended digitally.
A digital business community in sport offers precisely this opportunity. It combines the advantages of physical events – such as networking meetings or VIP formats – with the benefits of digital platforms: Scalability, measurability and permanent availability. For event series or recurring formats in particular, Polario offers the advantage of combining all events under one digital roof – including continuous participant communication, centralised content access and data-based analysis across multiple dates. This creates a space in which sponsors are present beyond the match day, content can be continuously played out and a genuine dialogue between all participants is possible.
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3 The most important advantages of a digital business community in sport with Polario
Exclusive sponsor integration with added value
Unlike traditional banner advertising, Polario offers sponsors and partners the opportunity to become actively involved in the community. Companies are given their own presence within the platform via so-called brand hubs – customised, interactive and data-based. Here they can share content, launch campaigns or play out targeted offers. This makes sponsorship not only more visible, but also more tangible.
Digital premium memberships as a source of monetisation
For platform operators such as leagues, clubs or marketers, premium access creates a direct monetisation opportunity. Members receive access to exclusive areas via their account, such as closed webinars, networking events or whitepapers. At the same time, the perceived value of the community increases because access is not simply given away, but offers real added value.
Data-based analysis and reporting
One of the biggest advantages of digital platforms is their ability to analyse user behaviour in real time. Polario not only makes this data available, but also prepares it for specific target groups: sponsors can see how many users have interacted with their content, which topics are particularly popular and how their target group is developing. These insights are worth their weight in gold – for campaign optimisation, budget negotiations and ROI calculations.
Content-driven engagement
Content is the centrepiece of every digital community. Polario makes it possible to target editorial articles, videos, podcasts or whitepapers to community members. An intelligent algorithm ensures that users see exactly the content that matches their interests. This creates a digital ecosystem that promotes knowledge, inspiration and dialogue – a decisive added value for business users in the sports environment.
Networking rethought: smart matchmaking
Networking is not only a social process, but also a strategic one. With Polario, members can filter specifically by industry, interests or experience level, make direct contact and even plan 1:1 meetings – digitally or on site. Especially in the B2B sports sector, where personal relationships are often crucial, networking becomes scalable, efficient and measurable.
Continuous support for series of events
Polario is ideal for mapping entire series of events – whether match days, business meetings, tournament series or seasonal hospitality formats. The platform acts as a central digital bracket that connects all events in a structured way and offers participants consistent access to content, agendas and contacts. This turns a single event into an ongoing digital experience – with recurring use, continuous communication and sustainable sponsor visibility across all dates.
4 How Polario works in practice
A typical scenario: a sports marketer operates a community for its partners and sponsors. Via Polario, they can log in, maintain their profile, consume content and network with other members. Premium members receive access to special formats – such as expert panels with keynotes, live event streams or exclusive whitepapers.
Sponsors, in turn, present themselves via their brand hubs, share industry knowledge, invite people to web meetings and thus gain presence within the target group. Interactions can be tracked in real time via dashboards – from simple clicks to leads. This makes the platform a lively place for business development in the sports environment.
5 Why Polario is ideal for sports marketers, event and hospitality managers
What makes Polario special is the combination of a modular platform, years of experience and strategic orientation. With Polario, plazz AG has created a solution that is suitable for both small business communities and large sponsoring networks. The focus is always on:
- User-friendliness and intuitive operation
- Flexible organisation of user roles, content and rights
- Measurable interaction and high-quality user experience
- Data security to the highest standards (GDPR-compliant)
Polario can also be used as a white label solution and seamlessly integrated into existing systems. This makes the platform not only powerful, but also future-proof.
6 Practical examples: Where Polario is already being used successfully today
Polario has long been more than just an innovative idea – the platform has proven itself in real-life use at leading events and business communities in sport. Renowned event organisers and networks rely on Polario to connect their target groups digitally, increase added value for sponsors and create a sustainable community experience.
Examples of successful implementations:
SPOBIS Conference – Event app & digital extension
The SPOBIS Conference is recognised as Europe’s leading sports business congress. The Polario event app not only supported the event on site, but also extended it digitally – with networking functions, a live agenda, in-app communication and exclusive content.
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More InformationSPOBIS Club – Community platform for decision-makers in the sports business
As a closed B2B community, the SPOBIS Club offers access to specialist articles, expert panels, matchmaking functions and exclusive premium content via Polario. A powerful platform for the digital activation of sports business networks.
Interview: Efficient networking and exclusive knowledge exchange for the SPOBIS Club
Find out how the SPOBIS Club is redefining networking and knowledge sharing in the sports business with the Polario Community App.
SPOBIS Club App
The SPOBIS Club uses the Polario Community App to connect members, organise events and promote networking and knowledge sharing.
International Sports Convention (ISC) – event app for international networking
Polario provided digital support for the ISC – with an interactive participant overview, live information and networking tools to connect participants, speakers and partners.
SportsInnovation – Event app for technology, media & sport
Polario enabled comprehensive digital event support at this specialist event for sports technology – with a focus on sponsor visibility, real-time communication and smart interaction.
7 plazz AG's other successful reference projects in sport
Mercedes-AMG DTM Team
plazz AG provided a customised app for the Mercedes-AMG DTM team, which was in use for three years. The solution supported the team with training and travel planning, in-app communication, social media integration and much more – until the end of Mercedes’ involvement in the DTM.
Laureus World Sports Awards
For three years, the Laureus World Sports Award used the plazz AG app as a digital concierge for guests in Monte Carlo. Travel plans, agendas, portraits of the ambassadors, sponsor presentations and photo galleries ensured a seamless digital experience.
Telekom Golf Series
Deutsche Telekom used the app for several years to support its golf series. With functions such as flight lists, push notifications, sponsor integration and personalised photo galleries, the event was digitally enhanced and professionally supported.
FC Basel & FC Lausanne
Both football clubs used the plazz AG solution to digitally expand their hospitality offerings. VIP members were given access to team information, match schedules and business lounge services via exclusive club apps – both on and off the pitch.
Allianz Sports 2022
The app solution from plazz AG was used as a central communication and information platform for over 4,000 participants from all over the world at the international Allianz Sports 2022. The application supported the major event with multilingual content, event schedules, participant lists, an interactive site map and push notifications. It became the digital control centre of the event – including sponsor presentation, sports overview and service information.
8 Conclusion: Polario takes business communities in sport to the next level
Digitalisation is not an end in itself. It should facilitate connections, increase visibility and support business goals. This is exactly what Polario does – with a platform that brings together sponsorship, networking and content in one digital space. If you want to be successful in sports marketing today, you need more than just good contacts. They need a platform that turns contacts into real relationships – and visibility into real impact.
