The Polish Football Association (PZPN) has reportedly signed sports betting operator STS as the national team's new strategic sponsor. STS will become the team's second-most important partner, ranking just below the general sponsor. The new agreement is reported to last for four years, until 2030.
STS has partnered with the Polish national team since July 2014. The previous agreement provided STS with logo placement in both online and offline materials, visibility on LED billboards and the right to use the national team's image in its marketing campaigns. This latest development marks STS's promotion from official sponsor to strategic sponsor.
This follows a series of high-profile sponsor departures from PZPN. Most recently, InPost withdrew from its deal a few weeks ago, choosing not to renew a contract worth approximately PLN 10m ($2.65m) annually.
Shortly afterwards, Staropolanka, the national team's official water sponsor, and TCL, an electronics manufacturer, also ended their partnerships with the football association.
Last month, the Polish Office of Competition and Consumer Protection (UOKiK) began investigating several major sports betting operators. The regulator is investigating whether they are using practices that could encourage players to engage in compulsive gambling, among other concerns.
According to local media, STS, Fortuna, Superbet, E-Toto, LV Bet and Total Bet are among those under investigation.
Their website and mobile app solutions, alongside communications to players, are being analysed for so-called ‘dark patterns.’ This includes techniques for designing interfaces and processes that can manipulate consumer decisions. The regulator is employing AI solutions to support this investigation process.
According to official data from the Ministry of Finance and Economy, the gambling industry's revenue for 2025 was PLN 117.35bn, an increase of 24.7% year-on-year
