Wisla Krakow Adds JD Sports as New Sponsor Across Matchday and Brand Platforms.

Roger Hampel

Image: Wisla Krakow

Wisla Krakow has signed JD Sports as a new sponsor, bringing one of the world’s largest sports fashion retailers into its commercial portfolio as the club continues to attract international brands.

Under the agreement, JD Sports branding will appear on the sleeve of the first team’s match shirts from the current season, marking a visible entry point for the partnership within the club’s matchday environment.

Global Retail Brand Enters Polish Football Market Wisla Krakow

JD Sports operates more than 4,800 stores across 49 countries and is one of the leading global players in the sports fashion and lifestyle retail segment.

The partnership with Wisla Krakow reflects a broader trend in football, where retail and fashion-focused brands are increasingly entering club sponsorships to strengthen their connection with local fanbases.

JD Sports already has a presence in European football through partnerships with clubs such as Sevilla FC and Torino FC, and the agreement with Wisła extends that footprint into the Polish market.

Sleeve Sponsorship as a High-Visibility Asset

The sleeve position has become an increasingly important commercial asset in football, offering regular visibility during match broadcasts without competing directly with front-of-shirt sponsors.

The collaboration is expected to focus on brand and marketing activities that connect football with lifestyle and fashion.

The agreement highlights the club’s continued efforts to attract partners with international scale. Bringing in a global retailer strengthens the club’s commercial positioning and signals growing interest from brands seeking visibility in Polish football.

Executive Comments

Jarosław Królewski, President of Wisla Krakow, described the agreement as a key milestone:

“The arrival of JD Sports confirms that the club is an attractive partner for global brands looking to invest in long-term projects and connect with a strong community.”

Artur Lewandowski, Managing Director of JD Sports Fashion CEE, emphasised the local relevance of the partnership:

“This collaboration allows us to better respond to the needs of football fans and strengthen our presence in Poland, both in Kraków and nationwide.”