Wywiad dla StadiaTech nt. marketingu aren w Polsce

Wywiad o rozwoju marketingu obiektów sportowych i technologii w Polsce.

How does stadium marketing in Poland compare to the rest of Europe?

Kamil Kukułka: In fact, stadium marketing is still undeveloped in Poland. Stadiums operators limit themselves to traditional promotion activities like posters, press ads, and city billboards. (..) The arenas owners are slowly realizing the need of communicating with its customers and following the trends, yet the operators don't use any new communication channels like 2.0 websites, social networking activities, mobile and bluetooth marketing. It would take ages until these tools would be used in Poland. But the hope is that new Euro stadiums operators will set the marketing level high and show how to effectively compete with other entertainment venues for the clients to spend their leisure money on stadium events and facilities.

What impact will the Euro 2012 European Games have on the stadium infrastructure in Poland?

Granting the Euro 2012 rights to Poland and Ukraine had already a tremendous impact on Polish sports infrastructure development. Suddenly political decision-makers realized how far behind Europe the country was in this area and how important the infrastructure is for country growth and improving the life quality. It applies not only to the main Euro 2012 football stadiums but also to airport, railway, motorway and hotel infrastructure as well as the development of new sport halls/arenas and numerous football stadiums in minor leagues. It's enough to say that the Polish Ministry of Sports started and co-funded ‘Orlik' programme to build 2012 modern football and basketball pitches in most local districts to enable grassroots sports growth. And so far, over 1000 pitches were already built all over Poland! The Euro 2012 Games set a strong trend and even fashion among local governments as there are many sport halls/arenas projected and built in other main cities like Lodz, Gdansk and Bydgoszcz. Poland also won rights to host Eurobasket 2009, and Women Volleyball Euro Championship 2009 and Men Volleyball World Cup 2014, not to mention minor tournaments like Table Tennis European Championship 2011 and other.

How will stadium advertising develop in Poland over the next 5 years?

When it comes to advertising through naming rights there are already the first deals realized in Poland. The first one was Winiary Arena, where a Nestle brand invested in volleyball team and arena in Kalisz, near Poznan. This year we had BGZ Arena - a bank, member of Dutch Rabobank Group, invested in cycling velodrome in Pruszkow, near Warsaw, and Dialog Arena where a Polish telecom invested in football stadium in Lubin, near to Wroclaw. I'm sure there will be more sponsorship and advertising deals as some Euro 2012 stadia are open to naming rights partners and two cities are already searching for the sponsors. And currently I'm working on offering a brand new 13,000 seated multifunctional sports hall in Lodz to potential sponsors and there was already a real and high interest in the deal, especially among food & beverages companies. It's obvious that arena advertising in the next years will focus around new facilities only. The ones build over 30 and more years ago won't be able to attract any sponsors. This is the reason why authorities of most big cities are planning to invest in new venues or at least modernize the existing ones.

More in: "Future of Stadium Marketing in Poland" - http://www.stadiatech.com/?p=1602#more-1602


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Sport Innovation wykazało się wysoką jakością obsługi oraz pełnym zaangażowaniem przy realizacji ponad trzy miesięcznej kampanii promocyjnej. (...) wywiązali się wzorowo z zawartej umowy, wykazując dużą inicjatywę oraz kreatywne rozwiązania. Z całym przekonaniem mogę polecić SI jako rzetelnych oraz profesjonalnych partnerów.

Dominika Ostrowska-Augustyniak 
Dyrektor Biura Promocji, Turystyki i Współpracy z Zagranicą 

 Urząd Miasta Łodzi

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