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The largest Polish bank became sponsor of the football league for three years. If he plays well, he will win.
On Thursday, July 19, Ekstraklasa, manager of the highest level of football, officially inaugurate the season and will present new sponsoring partners on this occasion. According to the unofficial results of "PB", PKO BP will be presented as the new partner of the Polish football club.
– PKO Bank Polski plans to become the official partner of Ekstraklasa. The letter of intent will be signed on July 19th. Among the objectives of the project is mainly to help the development of the league and the young football talents in Poland – confirms Mariusz Chłopik, director of sports marketing PKO BP
Running and Ball [19659003] PKO BP will become the "official bank" Loto Ekstraklasa "Lotto, the national brand Totalizator Sportowy, will remain the title sponsor PKO BP does not disclose the value of the contract by concealing trade secrets Totalizator Sportowy pays 6 to 7 million PLN for the season, according to our unofficial information, PKO BP will pay about PLN 5 million
– An interesting move from PKO BP It is true that the sports scores of the clubs, especially in the European arena, are not not impressive, but Ekstraklasa is an excellent platform to reach millions of potential customers.Even the strongest brand has to fight for the customers, and the football fans are a very good upe target, just be able to break through – says Grzegorz Kita, president of Sport Management Poland, sports marketing expert who worked on the T-Mobile campaign as a sponsor Ekstraklasa
For PKO BP this is a big change in the sports marketing strategy. Until now, the largest Polish bank has supported massive races (including marathons and half marathons), she will now engage in professional sports. However, he does not abandon the amateur sport.
– The Bank will continue the project "PKO Biegajmy razem" – declares Mariusz Chłopik
Platform and idea
The Bank enters the most media games of Poland, and therefore a powerful carrier advertisement. During the 2016/2017 season (data from the last season are not yet available), the media value generated by the sponsoring clubs rose to 323 million PLN and the TV value of Ekstraklasa to 473 million PLN. In total, 296 games have been watched by more than 37 million viewers this season. But experts point out that for the project to be a success, PKO BP will have to work hard.
– You can not hope that through the appearance of the sponsor, fans will run and start creating accounts and using cards. Initially, it is only a communication platform that the marketer must be able to use – find out what product and offer he wants to reach the fans and choose the optimal form of communication. Advertising equivalents will always be beneficial, while sports marketing projects are rarely purely commercial or image-related, usually a combination of both objectives – says still Grzegorz Kita
Ekstraklasa receives a big sponsor (there is two years, Totalizator incumbent was also announced in mid-July). This is a sign that there is no queue of volunteers, and this certainly means a more attractive price for the partner. But there are both sides.
– The situation around the beginning of the cooperation is a bit unfortunate – rumors are circulating, last-minute actions are underway. Regardless of the start of the season, the holidays also reduce the efficiency of the information lines, which will certainly weaken the power of the entry of the sponsor – notes Grzegorz Kita.
According to our information, PKO BP will become a full sponsor. This will happen from next season, when Totalizator and PKO BP will change roles.
– It is true that the target PKO BP is a titular sponsor, it's a bit strange, because of such a mark one expects at an entry with buy -in complete media for the main exhibition, rather than dilute his own position and rank the grade of sponsorship. But if it pays less now, it's a natural decision that Ekstraklasa has created an additional category – says Grzegorz Kita, president of Polska Sport Management.
The financial sector is often associated with football. The title of the official Premier League, the most popular league in the world, has Barclays. The titular sponsor of the Spanish Liga is Santander Bank. Besides Lotto and PKO BP, Ekstraklasa partners include Henryk Kania meat factories, Oshee Polska and watch manufacturer Aztorin.
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