Borek and Bielecki switched to TY with sports fans in Tyskie’s campaign

“In sport, a lot divides us, but even more unites us” – that’s the slogan promoting the Tyskie’s new spot. The typical stadium wave featuring Mateusz Borek and Karol Bielecki emphasizes the value of joining forces in cheering on sports teams. That way, the brand reminds everyone about its cooperation with PZPN (Polish Football Association) and Polska Siatkówka (Polish Volleyball). The spot launches new communication focused on the most important national sports events, which successfully unite us in these challenging times.

Tyskie has been and will be keeping the fans company during the volleyball and football matches played by the Polish National Team as the official beer. The decision to continue the partnership with the Polish Football Association and the Polish Volleyball Association was made during the pandemic. Tyskie decided to provide support for these two entities in times when the whole world of sport is being reorganized and sport unites Poles more than ever. The communication activities within the framework of Tyskie’s sports strategy will be executed all year long, including the programme of the most important sports events, in which Poles take part.

Tyskie has been a companion to sports fans for years, and we want to always be present when people meet at a stadium or in front of screens to support our athletes – that’s how Jakub Michalski, Tyskie Junior Brand Manager, comments on Tyskie’s activities.

All our activities executed within the framework of the <<Przejdźmy na TY>> platform are aimed at uniting people regardless of the circumstances and divisions. And today, there’s not a lot of things that unite Poles as successfully as cheering on our teams – adds Paweł Drubkowski, Tyskie Brand Manager.

Tyskie consistently continues its long-term involvement in the world of Polish sport. Promoting the idea of getting on a first name basis over Tyskie, this year’s spot was directed by Karolina Lewicka and Tomasz Kapuściński. It was produced by the Dynamo production house. Sound production was taken care of by the Juice studio and postproduction by Televisor, while the whole process was supervised by the Bardzo agency. Tyskie’s online marketing activities were executed by the Gong agency, media planning and buying by the Zenith media house. PR services for the campaign are provided by Huta 19 im. Joachima Fersengelda.