E-commerce and retail giant Amazon has been unveiled as a new sponsor of Polish soccer’s top-flight Ekstraklasa for the next two seasons.
Amazon will serve as an official partner of the league until June 2028.
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Through the partnership, the firm will focus on fan engagement initiatives, with a special fan zone to be created within the Amazon platform in Poland, which will feature a variety of club products.
The deal will see Amazon significantly increase its investment in Poland. The company has invested over PLN45 billion (US$11.8 million) in the market since 2012 and will increase this with an additional PLN23 billion between 2026 and 2028.
Marcin Animucki, president of Ekstraklasa, said: “We are particularly pleased to be working with a partner who sees professional football as a strategic platform for building its presence and competitive advantage in the Polish market.
“As one of the most technologically advanced leagues in Europe, we appreciate Amazon's equally spectacular growth in this area. The long-term perspective of this partnership is equally important to us.”
Katarzyna Ciechanowska-Ciosk, managing director of Amazon.pl, added: “For over a decade, we've been investing in Poland and building relationships with local communities. Partnering with the Ekstraklasa is a natural step for Amazon.pl. We want to support the sport at every level.”
Earlier this week, Ekstraklasa and its production arm, Live Park, announced a multi-year tech partnership with Hawk-Eye Innovations, the UK-based broadcast and technology company.
During the upcoming 2026-27 season, the league will introduce a suite of performance, officiating, and broadcast enhancement tools using Hawk-Eye technology.
Last month, the league appointed global sports marketing agency IMG as a strategic advisor for its domestic media rights sales process for the next four-year cycle between 2027 and 2031.
The move comes after the 18-team league launched its domestic and international tender last October, led by what it described as a dedicated team of experts.
At the time, Ekstraklasa said it would handle the process itself and expected to have broadcast partners in place for the next cycle by the end of 2026.
However, IMG will now step in to contribute to the development of the league’s media rights strategy and work alongside the competition in designing the final domestic rights packaging structure and tender framework for partners.
Ekstraklasa intends to launch the FRP in September and still expects to have its domestic broadcast partners locked in before the end of the year.
