Polish sports betting operator Betters has expanded its sponsorship agreement with Podbeskidzie Bielsko-Biała, securing branding on the back of the football club’s first-team shirts.
The Betters logo will appear below the player names and numbers during the 2026/27 season. Its branding will also be displayed at the Municipal Stadium in Bielsko-Biała on matchdays.
The parties plan to run competitions and betting promotions for Podbeskidzie supporters. The first activation offers a PLN20 ($5.50) free bet connected to the club’s opening league fixture against Miedź Legnica.
Podbeskidzie enters the season following promotion from Poland’s third-tier Betclic 2 Liga. It secured a place in the Betclic 1 Liga through the promotion play-offs, defeating Sandecja Nowy Sącz in the final.
The promotion gives Betters increased visibility in Poland’s second-highest football division, where title sponsor Betclic and several other licensed operators maintain commercial links with domestic football.
Betters is operated by Silesia Entertainment, which holds a Polish Ministry of Finance betting permit. Poland allows private operators to provide online fixed-odds sports betting under a domestic licence, while online casino games remain subject to the state monopoly held by Totalizator Sportowy.
Licensed betting operators may advertise in Poland, although the Gambling Act imposes restrictions covering content, placement and exposure to minors. Public-place advertising is generally limited, with exceptions applying to sporting events sponsored by an operator. Commercial communications must also display licensing and gambling-risk information.
The Podbeskidzie extension forms part of Betters’ broader use of football sponsorship to build its domestic profile. The operator also has a sponsorship agreement with Ekstraklasa club Piast Gliwice, where its branding appears on team shirts.
Poland’s sports sponsorship market continues to be led by football, with betting brands using shirt inventory, stadium visibility and club-led digital campaigns to reach domestic audiences. Such agreements remain subject to advertising controls intended to limit exposure to minors and ensure licensed status is clearly communicated.
In June, state-owned operator Totalizator Sportowy signed a letter of intent with the Credit Information Bureau covering responsible gambling education, financial security and ethical data management. The agreement followed its cooperation with the Polish police to improve efforts against illegal gambling.
Podbeskidzie will begin the 2026/27 Betclic 1 Liga season away to Miedź Legnica on 27 July
