Orlen Plans to Change Sponsorship Strategy in Sports
Orlen, the Polish multinational oil company, is reportedly planning to change its sponsorship strategy in sports.
sports / 2024-07-25 7:51:21
Orlen's New Approach to Sponsorship
Orlen is shifting its focus towards the development of children and youth, which may result in reduced funding for the Polish national football team. The company believes that its current sponsorships across various sports have become too costly.
Revising the Partnership with PZPN
One potential change in Orlen's sponsorship strategy is the revision of the existing agreement with the Polish Football Association (PZPN). The current contract, valued at 170 million złoty, is set to expire in 2026. However, internal analyses suggest that the company does not significantly benefit in terms of brand recognition from sponsoring the national football team.
Controversies Surrounding the Polish National Football Team
The Polish national football team has faced criticism due to poor performance during the Euro 2020 qualifiers and off-field scandals. These controversies have raised doubts about the partnership between PZPN and Orlen, further prompting the company to reconsider its sponsorship strategy.
Orlen's Future Sponsorship Initiatives
Moving forward, Orlen will prioritize partnerships that align with its overall business strategy and do not raise any doubts regarding their activities. The company plans to reassess its current sponsorships and focus more on supporting initiatives for children and youth, both in sports and other fields such as culture and education.
Investing in Amateur Sports and Sports for Children
As part of its new strategy, Orlen is considering investing more funds in amateur sports and sports for children. The company might cover the costs of activities for children at local sports facilities, such as Orliks and school fields. This aligns with the vision of the Minister of Sport and Tourism, Sławomir Nitras, who suggested employing new supervisors and animators at sports facilities to keep them open on weekends.
Increasing Support for Culture
Orlen also plans to increase its financial contribution to the development of culture. The company will review all its sponsorship projects with a focus on supporting initiatives for children and youth in sports, culture, and education. By ensuring transparent principles and integrating sponsorship with its overall business strategy, Orlen aims to guarantee the rational and fully transparent use of funds.
The details of Orlen's new strategy and specific plans for supporting projects for children and youth are currently being determined.