Szpakowski and Borek in another edition of the Tyskie brand’s campaign

“There’s only one tactic. We are on TY” – that is the slogan for the latest edition of the Tyskie brand communication platform prepared for the UEFA European Football Championship. Legendary commentators, Dariusz Szpakowski and Mateusz Borek, encourage to get on first-name basis with TY regardless of which team we support or how we do it.

– Tyskie unites football fans regardless of any divisions. Some will choose to watch matches in the comfort of their homes, others will witness them in the biggest stadiums, and some – in pubs and bars. We want to show that no matter how, to whom, and with whom you support, “There’s only one tactic. We are on TY” – says Wojciech Szerszeń, Tyskie Brand Manager.

Owned by Kompania Piwowarska, Tyskie has been accompanying sports fans, especially football enthusiasts, for years. The brand's involvement takes various forms, including the role of the official partner and sponsor of the Polish national team and the partner of Polish fans. Tyskie's communication platform brings people together beyond divisions. Values such as unity and community strengthen the bond with consumers, especially those supporting the White and Red Team. This is confirmed by the Kantar research¹, which indicates that Tyskie is the most frequently chosen brand when watching sports on television. Tyskie's consistent efforts over the years allowed it to take leadership among beer brands in the sports space.

The upcoming UEFA European Football Championship is a perfect opportunity for the duo of brand ambassadors to once again take the floor and encourage all fans to join in the celebration. In anticipation for the tournament taking place this June, the brand has prepared a special packaging for Tyskie Gronie featuring a tournament-themed graphic design inspired by the colours of the participating countries. Additionally, to celebrate the national team's qualification for the tournament, the brand is introducing white and red Tyskie - the Official Beer of the Polish National Team - into wide distribution across major retail chains, brewed specially to support the team with the eagle in the crest.  

The campaign concept was developed by Huta 19 im. Joachima Fersengelda and the Tyskie brand team. The spots were directed by Tadeusz Śliwa. The director of photography was Zuza Krajewska. Production was taken care of by Papaya films, postproduction – Lunapark, sound engineering – Juice, media planning – Zenith, visual identity for the packaging – BNA.

¹ Kantar Diary Study (diary study) 2023, brand volume share in the TV sports viewing occasion