Polo+10 Goes on Sale
- Jan 10
- 3 min read
Before the explosion of social media, print media was vital for documenting and preserving the most significant events in polo. Over the years, numerous publications have emerged, predominantly of Argentine origin, with exceptions such as England's PoloTimes or the institutional magazines of various clubs. Twenty-five years ago, German entrepreneur and polo enthusiast Thomas Wirth decided to launch a magazine focused primarily on the sport of polo, and secondarily on lifestyle. This was unprecedented at a time when the scarce existing media followed the reverse approach.
Consequently, the content was devoted exclusively to high-quality photography, interviews, tournament coverage and polo news, presented with meticulous art and design on premium paper. The final pages were dedicated to lifestyle: fashion, automobiles, luxury, property, technology and so forth. Published in English and German, it became the first global print medium in the polo world, read from Japan and Australia to Brazil and Canada. It reached its intended audience and steadily built a community of industry leaders—a process later simplified by social media. Today, its publications are followed by over 70,000 polo enthusiasts.
These same social media platforms, which have streamlined communication, now coexist with an ultra-mediated polo scene where elite players-turned-influencers have altered the rules of the game and how the sport is communicated. Coupled with high printing costs, this has prompted Polo+10 to contemplate an immediate transformation.
In a statement issued by the publication itself, editor and owner Thomas Wirth explained that he started the business not merely as a magazine, but as a network and platform within the unique world of polo, adding that “after almost 25 years, the time is right to reorganise.”
The entrepreneur is exploring a full or partial sale, ranging from a majority stake to a complete transfer. “The decisive factor is to find an economically viable solution,” he stated. It is anticipated that Polo+10 will change hands in the first quarter of 2026.
The future of print media polarises opinion in the publishing industry. While some experts maintain that paper is the new luxury, noting how quality boutique magazines aimed at exclusive segments are increasing sales, large conglomerates are cutting budgets and express less optimism about future projections.
“POLO+10 has grown organically over a quarter of a century and has established itself internationally, gaining recognition in the sector and leading in many areas. Moreover, the name POLO+10 itself represents the pinnacle in this sport. This clear positioning has strengthened the brand,” Wirth emphasised.
He further noted that the brand’s growth was always organic, managed deliberately in an independent and agile way, never as a short-term business model. “That is exactly what unlocks new opportunities today: with the right network and capital, the platform can achieve far greater leverage—from fashion lines and independent products to curated platform models, encompassing intermediation formats and high-quality networks in the luxury segment.”
The rise of digital platforms, which deliver immediacy to events, has led the magazine to redefine its role as an information source. Fast-moving digital platforms such as ClickPolo, Polo Hub, Prensa Polo and Pololine have adeptly embraced the new era of digitalisation in the sport. “I have managed POLO+10 in a deliberately focused manner; with different structural possibilities and additional reach, this potential can be exploited far more than has been possible until now,” Wirth remarked, adding that he envisions an “orderly transition, prioritising continuity and quality, and avoiding an abrupt break.”
Polo+10 was founded in Hamburg in 2004. It quickly grew into one of the world’s largest polo magazines. Over the years, its pages have featured some of the sport’s most esteemed reporters and photographers.
As for Thomas Wirth, he does not plan to retire. He indicated that he will now concentrate on his global media projects outside polo, while continuing his strategic business consultancy work, his engagements in the real estate sector, and projects involving corporate publications, public relations and digital media.
