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#SBS23 Guest Spotlight: Polish Football Association

Ahead of TheStadiumBusiness Summit 2023, Karol Tatar, Senior Marketing Manager at the Polish Football Association (PZPN), discusses emerging trends in the sports sponsorship sector.

Tatar has been at the PZPN for over six years and has held his current role since April 2022. He joined the organisation in February 2017 ahead of Poland’s hosting of the UEFA Euro U21 Championship.

Tatar previously worked as a sponsorship and branding specialist at the PGE Narodowy stadium in Warsaw. The stadium opened ahead of UEFA Euro 2012, which Poland co-hosted with Ukraine, and serves as the home of the Polish national team.

TheStadiumBusiness.com: What are the key current challenges and opportunities in the sponsorship marketplace?

Karol Tatar: “I found women’s football to be the biggest opportunity in the sponsorship marketplace. As the sport continues to grow in popularity, businesses have an opportunity to connect with a new and diverse audience.

“Women’s football has seen an increase in media coverage in recent years, with more opportunities to gain exposure and visibility through sponsorships. What is more, sponsoring women’s football provides businesses with an opportunity to align themselves with a positive and empowering cause. This can help to enhance their brand reputation and appeal to socially conscious consumers.”

TSB: What are the most interesting trends you are witnessing in the sponsorship sector?

KT: “There is a growing focus on sustainability and social responsibility in sponsorship and in sports marketing as well. Many companies are now seeking partnerships with events and organisations that align with their values and demonstrate a commitment to sustainability, diversity, and social impact.

“This trend is driven by the growing awareness of social and environmental issues among consumers and the need for companies to demonstrate their commitment to these causes.”

TSB: What’s on the roadmap for the Polish Football Association over the next six to 12 months?

KT: “We continue to extend our commercial potential by commercialising assets related to the national teams, Polish Cup, women’s leagues and eFootball team. Together with two of our sponsors of the national team we are going to strengthen distribution of our products, both already existing and new ones, in their point of sales.

“Activations around our products and brands are always a cherry on the cake and we definitely should bring it more on the market in the near future.”

TSB: What are you most looking forward to about the Summit?

KT: “I am looking forward to meeting other industry experts and enthusiasts the most. Sharing my own experiences and gaining new perspectives is my top priority.”