Amazon plugs into Ekstraklasa’s growth curve
Amazon has become an official Ekstraklasa partner until 2028 as Poland’s top flight combines new commercial backing with a major Hawk-Eye technology upgrade.
Amazon has signed a two-year partnership with Ekstraklasa, using Poland’s leading football competition to strengthen its consumer presence in a market where the company is planning further investment.The agreement runs from July 2026 until June 2028 and covers every league match during the two-season term. Financial terms were not disclosed.Amazon.pl managing director Katarzyna Ciechanowska-Ciosk said: “Poland is a country where football connects communities from every corner of the map, from large cities to smaller towns that remain incredibly close to their local clubs.“Amazon.pl supports the development of football at every level by providing fans and players with the products they need to enjoy the sport they love.”The company becomes the only major ecommerce brand sponsoring football in Poland, giving Amazon a national platform linking its retail operation with supporters across all 18 Ekstraklasa clubs.Amazon will also support the Akademia Klasy Extra and Ekstra Talent grassroots programmes, which reach more than 22,000 young participants across Poland.A dedicated football area has been launched on Amazon.pl, offering official merchandise, clothing and matchday products. The retail activation gives the partnership a direct commerce element beyond conventional branding rights.Ekstraklasa president Marcin Animucki said: “We are particularly pleased to work with a partner that views professional football as a strategic platform for building its presence and competitive advantage in the Polish market.“Equally important is the long-term perspective of the partnership and Amazon’s plans to support the development of young football talent at Ekstraklasa clubs.”The deal arrives during a period of audience and attendance growth for the league. Stadium attendance has increased by 67% since 2022, while digital viewing is growing by 49% annually.More than 4.15 million spectators attended Ekstraklasa matches during the 2025-26 season, placing the competition among Europe’s eight highest-attended leagues.The league distributed more than PLN300m, equivalent to about €70m, to its clubs for the season as it continued to increase the value of its central media and marketing operation.Amazon has operated its Polish online store since 2021 and plans to invest a further PLN23bn in the country between 2026 and 2028.The partnership gives the company a local sports property capable of supporting retail, community and brand-building objectives during that investment cycle.Ekstraklasa and its production subsidiary Live Park have also appointed Hawk-Eye Innovations under a multi-year technology agreement.The Sony-owned company will introduce skeletal player and ball tracking, automated 4K tactical cameras and semi-automated offside technology from late autumn in the 2026-27 season.Hawk-Eye’s tracking data will support club performance analysis and provide broadcasters with augmented reality graphics and automated offside animations.The wider technology programme will also support Live Park’s new media centre, which is scheduled to open during the 2027-28 season.