Tyskie and Kanał Sportowy created new beer

Sport Lager – limited beer created by Tyskie and Kanał Sportowy made its debut in the Żabka store chain. It is the first collaboration in the beer category that promotes the “Jesteśmy na TY” concept.

The collaboration between Tyskie and Kanał Sportowy is a result of previously executed activities, as the brands have been working together for over two years on the HejtPark – Jesteśmy na TY program and some other current initiatives, including away matches with live audience. Sport Lager is a limited novelty in the Kompania Piwowarska’s Tyskie brand portfolio and the entire beer category. It was developed in cooperation with the creators of Kanał Sportowy and based on the preferences of the fans of Kanał Sportowy.

The launch of Sport Lager was announced by the founders of Kanał Sportowy: Mateusz Borek, Michał Pol, Tomasz Smokowski, Krzysztof Stanowski and the product originators during the broadcast of the “Zebranie Zarządu – Hejt Park” program.     

BOREK, STANOWSKI, SMOKOWSKI AND POL: ZEBRANIE ZARZĄDU + BIG NEWS! HEJT PARK – JESTEŚMY NA TY - YouTube

Sport Lager is a physical manifestation of the Tyskie brand’s idea to connect despite any differences. Common beer for sports fans is the cherry on top of the cooperation between the creators of Kanał Sportowy, as it represents and combines different styles and personalities. Moreover, it is the crowning achievement of our relationship with Kanał Sportowy. The new beer captures the power of human connections based on TY in one can – says Wojciech Szerszeń, Tyskie Junior Brand Manager.

The limited Sport Lager with hoppy character and balanced 4.6% ABV is available in the Żabka store chain across Poland.

The main advertising campaign carriers are 6 and 15 second video spots, digital and non-standard activities created by the brand’s main agency – Huta 19 im. Joachima Fersengelda. The spots were produced by Moon Films and directed by Tadeusz Śliwa. Postproduction by Lunapark, sound engineering by Juice. Media planning and buying was taken care of by Zenith owned by Publicis Groupe. Packaging design – BNA.