All code development for SPORT 24’s website is handled internally. But with Vertica as a strategic partner, they gain access to training, knowledge, and specialized expertise that help accelerate progress. The result is a close collaboration that feels less like a client–supplier relationship and more like working with colleagues.
Collaboration Model
SPORT 24 has a clear ambition: To own and drive the development of their digital solutions. But, they also know that staying on the cutting edge requires more than in-house talent alone. That’s why SPORT 24 and Vertica have designed a collaboration model that breaks with tradition.
Rather than working in a typical client-consultant setup, the two companies operate as one joint team. SPORT 24 manages the development process, while Vertica supports with coding, upskilling, and deep technical knowledge.
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Flexibility & Scalability
With this model, SPORT 24 can scale up or down as needed, while offering their developers the same training opportunities available to Vertica’s own employees. This not only strengthens their employer branding, but also makes SPORT 24 a more attractive place to work, as developers gain real opportunities for both professional and personal growth.
At the same time, it provides direct access to new knowledge and specialized expertise, for example within AI in development processes or accessibility, that would otherwise take much longer to build internally. The result is that SPORT 24 can move faster on key development areas and maintain a high technical standard across the organization.
Partnership
At Vertica, we see the collaboration as much more than consultancy. It’s a way to develop the business together. SPORT 24 defines the goals of each project, and together we create the technical specifications, user stories, write the code, and test the solution. In doing so, we’re not just building solutions - we’re building competencies. Both parties contribute actively, grow through the process, and the relationship feels less like a classic client–vendor setup and more like a true partnership, where we lift each other.
“To us, this partnership isn’t about delivering hours - it’s about being a partner who helps SPORT 24 evolve, just as they help us in return. It’s a modern form of collaboration where we bring our expertise into play and, at the same time, learn from a strong retail team that’s exceptionally skilled in CRO and data-driven testing. That mutuality is what makes both sides stronger,” says Lars Christensen, partner at Vertica.
Regular team days and social events reinforce that feeling. The collaboration is rooted in trust, close relationships, and shared growth.
The Future
For SPORT 24, the partnership offers a unique combination: Full ownership of their own IP and flexible access to Vertica’s specialized expertise. For Vertica, it means a deeper understanding of the challenges and priorities that matter most to a major e-commerce player like SPORT 24 - and a much closer integration with the customer’s business.
This case shows that the partnerships of the future don’t have to follow the old models. When expertise and ownership go hand in hand, both sides grow. That’s how you create results that go beyond the classic client-vendor relationship.
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