The Ekstraklasa, Poland’s top-flight professional men’s football league, has renewed its sponsorship arrangements with state-owned lottery operator Totalizator Sportowy’s Lotto brand and the PKO Bank.
Both contract renewals cover a two year period, and offer both companies a range of advertising and branding opportunities, in addition to being signed at a higher value than previous deals.
“A tangible confirmation of this is the PLN 321 million (€71.4million/$87.4million) advertising equivalent which our games generated in the year of the pandemic for PKO Bank Polski,” commented Marcin Animucki, President of the Management Board of Ekstraklasa, who said that the league had built on new ideas so its sponsors could fully leverage the partnerships.
“We are already planning many new projects together, which will display both PKO Bank Polski and the Lotto brand. The new contracts will ensure higher revenues for all clubs, and teams that are successful in European competitions can count on additional funds from our title sponsor after reaching the group or knockout stages.”
The renewal with PKO Bank will see the financial institution maintain its role as title sponsor of the league, gaining branding space during match broadcasts at all Ekstraklasa stadiums.
Furthermore, the bank will continue with development of its ‘PKO Bank Polski Let’s Play Together’ social media channels, as well as work on additional promotional campaigns.
“Our goal is to strengthen the relationship between the fans and their teams and the entire league,” said Zbigniew Jagiełło, President of the Management Board of PKO Bank Polski.
“We are the largest bank in Poland, and recent years have proved that it was the right decision to sponsor our domestic football.
“The COVID-19 pandemic was the most difficult challenge we have experienced, but together with our partners, Ekstraklasa S.A. and government institutions, we developed mechanisms which saved the clubs from financial problems.”
Totalizator Sportowy’s Lotto, meanwhile, will see its marketing opportunities boosted as a result of the renewal, cooperating with the league on joint projects to advertise to lottery players through electronic and traditional match platforms.
Lotto, which has been an official partner of Ekstraklasa since the 2014/15 season, will be promoted via the official league app in the next season of the Ekstraklasa Fantasy League.
Additional partners of the Polish top-flight include football digital media company Dugout, which distributes league content via its embedded video player.