Octopus for ŁKS Łódź: How We Built the Club’s „Digital Brain”

Octopus is an integration layer built by Codari for ŁKS Łódź, connecting the club’s sales, marketing, business, and operational data into one system. Instead of scattered tools (CRM, ticketing, forms, digital channels), the club has a single source of truth about each fan and their activity — updated in real time.

What problem were we solving?

A sports club generates data in many places at once: ticket and season-pass sales, digital channel activity, lead-capture forms, B2B relationships with sponsors. Without a shared integration layer, that data lives apart — and the club has no full picture of who its fans actually are or how to talk to them.

ŁKS Łódź set out to build one consistent database covering a community already numbering in the tens of thousands of fans, with room for advanced segmentation and messaging tailored to different fan groups.

Architecture: why middleware, not another off-the-shelf system

Codari designed Octopus as an integration layer (middleware), not another monolithic system. The key architectural decision: integrations don’t connect directly to each other (e.g. form → CRM) — they all pass through Octopus, which normalizes the data and routes it onward. The whole thing is built modularly, like building blocks, where each component can be swapped independently of the rest. That gives the club one point of control, independence from any single technology vendor, and the ability to plug in new data sources without rewiring the whole architecture.

Approach: a central contact database tied to an automation engine that routes data from forms, sales, and digital channels into one place — fully under the club’s control.

FanScore — how we measure fan engagement

Part of Octopus is FanScore — a model that scores each fan’s engagement level based on several signals at once: stadium attendance, purchase activity, and digital-channel interactions. Combined with psychographic analysis, it’s used to build concrete fan personas and tailor marketing communication to them, instead of sending the same message to the entire base.

What Octopus actually connects

1. Central fan database — contacts and segmentation.
2. Sales and ticketing — ticket and season-pass data flows into the same database as the rest of a fan’s activity.
3. Forms and activations — data capture from offline and online campaigns, with automatic routing and field mapping into contact records.
4. Analytics environment — management dashboards to track the club’s business results in real time.
5. B2B data — sponsor and partner relationships live in the same database as fan data.

The result

The club moved from scattered, disconnected tools to one extensible data platform. Instead of „where do I find this information” — one source of truth, kept up to date, with room to add new data sources and features without rewriting the architecture from scratch.

Area	Before Octopus	With Octopus
Fan data	Scattered across several systems	One consistent database
Sales and ticketing	Separate system, disconnected from the rest of fan data	In the same database as the rest of fan activity
Segmentation	Manual, limited	Advanced, driven by FanScore
Reporting	Scattered per department	Shared dashboards for management and every department
New data sources	Required rewiring the architecture	Plugged in without rebuilding the system

FAQ

What is Octopus? Octopus is an integration layer built by Codari for ŁKS Łódź, connecting the club’s CRM, ticketing system, forms, and analytics data into one system.

How does data integration work inside Octopus? Octopus acts as a middleware layer — no source connects directly to the central database. Data is normalized and routed through the shared integration layer, giving the club a single point of control.

Can Octopus be extended with new integrations? Yes — that was a core architectural decision. New data sources and features can be added without rebuilding the whole system, because integrations pass through the shared middleware layer rather than connecting directly.

Does a similar solution make sense for a smaller company, not just a sports club? Yes. Middleware connecting CRM, forms, ticketing/sales, and process automation works anywhere data lives across several disconnected systems — dealer networks, service businesses with multiple lead channels, event organizations.

What is FanScore? A model that scores fan engagement based on stadium attendance, purchase activity, and digital interactions — combined with psychographic analysis, it’s used to build fan personas and tailor communication to them.

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Have a similar problem — data scattered across several systems with no shared view? Get in touch — we’ll show you how it works in practice using Octopus as the example.