Polish soccer’s top-tier Ekstraklasa has renewed its sponsorship deals with PKO Bank Polski, the domestic bank, and Lotto, the lottery operator, for the next two seasons.
Under the extended agreements, PKO Bank Polski will continue as the league’s title sponsor, while Lotto will retain its role as the main partner of the competition.
Lotto previously served as title sponsor of the league for three seasons before PKO Bank Polski took over in the 2019-20 campaign.
Ekstraklasa said the two-year contracts, covering the 2021-22 and 2022-23 seasons, will have a higher total value and involve the league providing more extensive services for both partners.
PKO Bank Polski will continue to benefit from branding at all Ekstraklasa stadiums and during match broadcasts, and create marketing campaigns with the league and launch fan engagement initiatives.
Ekstraklasa said the new contract with Lotto, which is owned by gaming company Totalizator Sportowy, will involve “a wider spectrum of cooperation".
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below formBy GlobalData
The lottery will be more widely present in the league's communications and the two parties will collaborate on joint projects across traditional match and electronic channels.
The Lotto brand will also have a presence in the official Ekstraklasa app and in the Ekstraklasa Fantasy League game.
Marcin Animucki, Ekstraklasa president, said: “We are very pleased that both our main partners have decided to stay with us for the next two years. We got through the most difficult period in the history of the league together, with many restrictions and several months of playing in front of empty stands.
“This time has shown that, despite the difficulties, we are able to adjust our services and introduce new ideas so that our cooperation is to the fullest extent effective for our partners.
“A tangible confirmation of this is the 321 million zlotys ($87.7 million) advertising equivalent which our games generated in the year of the pandemic for PKO Bank Polski.
“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 2021-22 Ekstraklasa season, beginning on 23 July, will be an important one for the Polish top flight, with the number of teams increasing from 16 to 18, but the number of total matches actually falling – as the end-of-season games between teams who finish around the same positions are discarded.