Lidl, the German retail giant, is reportedly in line to replace Biedronka as the new sponsor of the Polish Football Association (PZPN), according to sportmarketing.pl. This potential shift could mark the end of one of the longest sponsorships in Polish football history, as Biedronka has been supporting the national team since 2010, consistently renewing its sponsorship agreements. The latest contract, signed in early 2023, was set to last until July 31, 2026.
Recent reports from wyborcza.biz suggest that the Polish national team may start the new season without two of its largest sponsors, with the chances of extending the agreement with Biedronka now considered minimal. The future of its partnership with Orlen also remains uncertain. However, PZPN has stated that discussions with Biedronka are ongoing.
Are New Sponsorship Talks Underway?
Sources indicate that the negotiations with Biedronka are purely formal, and a new agreement is unlikely due to the team’s poor performance and the PZPN’s image issues. Lidl is strategically expanding its presence in European football, viewing the sport as a vital communication platform, and a partnership with PZPN aligns with this strategy, as noted by sportmarketing.pl.
Lidl’s Growing Role in Football Sponsorship
Lidl has already secured partnerships with UEFA for the upcoming 2024 European Championship and is a global sponsor of both the UEFA Europa League and the UEFA Europa Conference League. The retailer was also an official partner for the 2025 UEFA Women’s European Championship and has committed to women’s national team competitions until 2030.
Details regarding the financial aspects and scope of Lidl’s potential agreement with PZPN have not been disclosed, but it is reported that discussions are nearing completion.
PZPN Faces Partner Exits
In addition to Biedronka and Orlen, PZPN has lost other sponsors. InPost has also ended its collaboration, which was valued at approximately 10 million PLN annually. Other companies, including the Polish Health Resorts group and electronics firm TCL, have also chosen not to renew their contracts. However, financial consulting firm Phinance has emerged as a new partner, while Fakro has agreed to extend its existing agreement.
Source: sportmarketing.pl, wyborcza.biz
