ZM Henryk Kania claims to one of the biggest fast-moving consumer goods (FMCG) brands in Poland, with annual revenues of around €285m. Its sponsorship tie-up with Polish football league Ekstraklasa will allow the maker of meat snacks, sausages and deli cuts to reach millions of football fans for the 2017-18 season.
Under the sponsorship agreement, Henryk Kania will appear in advertising campaigns at all 16 Ekstraklasa football stadiums. The business said part of its promotional messaging would aim to address how its pork products can complement a healthy diet.
Henryk Kania, chairman of the supervisory board of the eponymously-named company, founded by his father, also called Henryk Kania, said the tie-up made sense.
Investment in sport
Kania said football combined many of the company’s own values, such as passion, commitment and goal-scoring. The business would continue to invest in sport as part of its marketing and public image strategy, he added.
Joining the Ekstraklasa league will put Henryk Kania’s products in front of nearly 400 professional footballers, millions of TV spectators and over 2.7 million stadium-goers. The deal allows the meat company to use the football league’s logo in all of its relevant digital marketing across TV and social media.
Dariusz Marzec, president of Polish football league Ekstraklasa, said the sport can be an “excellent” platform for brands to promote themselves on.
“Ekstraklasa is the most popular and most exciting sports league in Poland and each year our games attract millions of spectators,” said Marzec.
“I am convinced that cooperation with such a large company as ZM Henryk Kania will bring many benefits for both parties.”
Henryk Kania claims to be one of Poland’s biggest meat companies, with a booming export business supplying own- and private-label food products to retailers and wholesalers across France, Germany, the UK and Poland, among others.