The Polish national football team may enter the new season without two of its largest sponsors. Reports indicate that the chances of renewing the sponsorship agreement between the Polish Football Association (PZPN) and Biedronka have significantly diminished, while the future of the partnership with Orlen remains uncertain.
Despite these challenges, PZPN asserts that discussions are still ongoing. Biedronka has been a supporter of the Polish team since 2010, continuously renewing its sponsorship deals, with the last contract set to expire in July 2026. However, sources have indicated that current negotiations are merely formalities, and a new agreement is unlikely due to poor performance and image issues surrounding PZPN.
The Polish team recently exited Euro 2024 at the group stage and failed to qualify for this year’s World Cup.
The situation is similar with Orlen, whose contract with PZPN lapsed at the end of August. The new management of the company has not accepted the terms negotiated by former president Daniel Obajtek, which included negotiations over a reduced sponsorship value. Orlen has refrained from commenting on these talks, noting that updates about new contracts are only released after they are finalized.
The three-year contract signed in 2023 ensured PZPN at least 134 million PLN, with an additional 36 million PLN dependent on sporting achievements. This deal was one of the largest sponsorship agreements in the history of Polish sports.
Orlen has served as the main sponsor of Polish football, while Biedronka was one of its official sponsors.
PZPN Loses Additional Partners
In addition to Biedronka and Orlen, other companies have also ceased collaborations with PZPN. InPost has withdrawn, with its contract valued at approximately 10 million PLN annually. The Polish Health Resorts Group (Staropolanka brand) and electronics company TCL also opted not to renew their agreements. However, Phinance, a financial consulting firm, has emerged as a new partner, and Fakro has extended its contract.
