Fortuna Poland has bolstered its presence in Polish football after announcing new sponsorship agreements with Ekstraklasa clubs KS Cracovia and Zagłębie Lubin.
The partnerships were confirmed by Adam Bakowski, General Manager of Fortuna Poland at Fortuna Entertainment Group, who described the agreements as part of the operator's wider sponsorship strategy, centred on long-term collaboration rather than traditional brand exposure.
According to Bakowski, Fortuna views the sponsorships as an opportunity to help the clubs develop new commercial opportunities, enhance supporter engagement and create measurable value for both parties.
In a post on LinkedIn, he said that each club brings its own history, identity and ambitions, adding that the agreements represent the beginning of a broader partnership rather than a standalone sponsorship arrangement.
Bakowski outlined several priorities that will underpin the collaborations, including improving the fan experience, identifying new commercial opportunities, delivering measurable business outcomes and building trust over time.
He also thanked both clubs for their confidence in Fortuna and said the focus would now shift towards delivering on those objectives.
The new football sponsorships add to a broader pattern of partnership activity by Fortuna across the region. In Poland, the operator recently became the exclusive betting partner of Kanał Zero, a digital media platform founded by Krzysztof Stanowski that has grown to more than 2.2 million subscribers since its 2024 launch.
Fortuna Entertainment Group has also expanded through recent acquisitions elsewhere in Central and Eastern Europe, including a 70% stake in Lithuanian operator TOPsport and a 51% stake in Montenegro's Lob, as part of a wider push into new regulated markets.
Earlier this year, Fortuna Poland became the exclusive betting partner of digital media platform Kanał Zero, following a separate partnership with sports website Weszło announced in January 2026
