Polish national football team switches to TY as Tyskie becomes their official partner

The Tyskie brand will be the official partner of the Polish national team under the agreement concluded between Kompania Piwowarska and the Polish Football Association (PFA). The agreement coming into force on January 1, 2023 was signed for four years. It will cover two major tournaments – Euro 2024 in Germany and World Cup 2026 in the US, Mexico and Canada.

Thanks to the agreement, Tyskie, PFA’s current partner and exclusive beer supplier, will be able to place its branding in the commercial zones, sale its products and execute marketing campaigns at stadiums during the national team’s games.   

 – All of Tyskie’s activities carried out within the „Przejdźmy na TY” platform fit perfectly into the cheering on our national team. There are not that many other occasions that connect people as strongly as supporting Poland’s team – adds Paweł Drubkowski, Tyskie Brand Manager.

– We are incredibly proud that we managed to convince Tyskie to take the brand’s sponsoring to the next level and advance from being the partner of PFA to the role of the national team’s partner. The sponsoring pyramid has not seen this category for years, yet beer is strongly associated with cheering. Let’s all switch to TY during the World Cup! – encourages Grzegorz Stańczuk, Marketing and Sponsoring Director at PFA.

Nurturing meaningful connections is inscribed in Tyskie’s DNA, and the brand is committed to creating them with football fans.

– We have been close with football fans for years and we are glad that our partnership with PFA brings different groups together, uniting them in experiencing the best thrills on the highest level – emphasizes Tycjan Lewandowski, Tyskie Brand Director.

To celebrate the FIFA World Cup in Qatar, special limited edition of the Tyskie beer was brewed with a unique packaging design featuring the white and red colours, inspired by the sports scarf. 

Tyskie continues its long-term engagement in the world of Polish sport. The brand was the sponsor of the Polish national team in the years 2005 – 2010, and executed many campaigns aimed at supporting the team. Since 2021, the “Tyskie Supports Polish Fans” campaign has been promoted with a spot showing the wave featuring Mateusz Borek and Karol Bielecki.