Tarczyński Extends Title Sponsorship of Wroclaw Stadium in €7m Deal Through 2034.

Roger Hampel

Image: Tarczyński S.A.

Tarczyński S.A. has extended its title sponsorship of Tarczyński Arena Wroclaw for a further six years, securing the naming rights of the venue until 2034. The new agreement, signed ahead of the expiration of the current contract, is valued at PLN 30 million net (approximately €7 million) and is based on the same commercial terms as the existing deal.

The early renewal reflects the commercial impact of the partnership and positions the stadium as one of the most active multi-event venues in Central Europe.

Long-Term Naming Rights Strategy Anchored in Regional Identity

The extension reinforces a model increasingly seen in European stadium sponsorships, where long-term naming rights agreements are used not only for brand visibility but also as tools for regional economic positioning.

Tarczyński, one of Poland’s largest food producers and the domestic market leader in kabanos sausages, has built its brand around strong regional roots in Lower Silesia while simultaneously expanding internationally. The company now operates in more than 30 global markets, with its international snack portfolio marketed under the Snack It brand.

Stadium Performance Drives Commercial Rationale Wroclaw

During the previous four-year sponsorship cycle, Tarczyński Arena Wrocław hosted more than 600 events, attracting approximately 2.5 million visitors and increasing stadium revenues by nearly 300%, according to Stadium Wrocław Sp. z o.o.

The venue has staged a wide range of high-profile events, including the UEFA Europa Conference League Final 2025, international football matches such as Ukraine vs England and Ukraine vs. France, heavyweight boxing bouts (Usyk vs Dubois), large-scale concerts (f.e. Ed Sheeran in 2025)

On average, more than 150 events per year have been held at the stadium, with attendance expected to approach one million visitors in 2025 alone.

Sports Sponsorship as a Core Brand Platform

Beyond stadium naming rights, Tarczyński has developed a broad sports sponsorship portfolio. The company is an official sponsor of the Polish national football team and a commercial partner of the European League of Football (ELF). These partnerships align with the company’s strategy of using sport as a platform for both domestic brand leadership and international expansion, particularly as the Snack It brand continues to grow outside Poland.