Sponsors pump record funds into Polish football, leaving other sports behind

Polish football has experienced a record-breaking year for sponsorship revenue, attracting 662.4 million Polish zloty (approximately $165 million USD). This figure represents a substantial 32.2% increase compared to the previous year, highlighting a booming interest from sponsors in the sport.

This influx of capital has significantly boosted football's dominance within the Polish sports sponsorship market. Football now accounts for 45.2% of the total market share, a notable jump from 34.4% in the prior year. This growth far surpasses the overall sports sponsorship market, which saw a modest increase of only 0.5%.

The rising financial investment is largely attributed to the successful performances of Polish clubs in European competitions. This season, five Polish teams, Lech Poznań, Górnik Zabrze, Jagiellonia Białystok, Raków Częstochowa, and GKS Katowice, participated in the qualifiers for prestigious tournaments like the Champions League and Europa League.

Major sponsors like PKO BP and Orlen are key contributors to this trend. PKO BP, for instance, has been a significant partner since 2018, becoming the title sponsor of the top-tier league, Ekstraklasa. The bank also offers a co-branded payment card, the Official Ekstraklasa Card, allowing fans to support their favorite clubs.

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PKO BP has been involved in supporting football since 2018. In the 2018/19 season, PKO BP became the Main Partner of Ekstraklasa and the Official Bank of Ekstraklasa. From the 2019/2020 season, it became the Title Partner of the top football league in Poland and remains so in the current 2026/2027 season.