Entain’s acquisition of STS, the leading Polish sports betting company, in August has opened up new advertising opportunities for the brand. As Entain already holds partnerships with the UEFA Europa League and UEFA Europa Conference League, STS will now be able to activate advertising rights for these prestigious tournaments in Poland. This strategic move allows for localized marketing activities and services starting from the first round of matches.
Expanding Horizons with Entain:
The acquisition of STS by Entain, announced on June 13th, involved a proposed fee of £750 million ($946.3 million) to secure the sportsbook operator. This partnership not only solidifies STS’s position in the market but also unlocks valuable advertising benefits associated with major football tournaments.
Local Recognition and Sponsorship:
STS has long been recognized as the most prominent brand among bookmakers in Poland. Beyond its recognition, STS is also the largest private entity in the domestic sponsorship market. The company sponsors various Polish football teams, including the national team, Raków Częstochowa, Korona Kielce, GKS Katowice, Jagiellonia Białystok, Zagłębie Lubin, Podbeskidzie Bielsko-Biała, and Widzew Łódź. Additionally, STS sponsors the Grupa Azoty ZAKSA Kędzierzyn-Koźle volleyball team, demonstrating its deep involvement in Polish sports.
Creating Synergy in Marketing:
Paweł Rabantek, STS CMO, highlighted the potential for synergy in marketing activities following the acquisition by Entain. These synergies offer numerous advantages, including the strengthening of STS’s position in the market. With Entain’s existing partnerships with UEFA tournaments, STS can harness the full spectrum of advertising benefits.
Enhancing the Fan Experience:
Rabantek also emphasized that fans and customers will benefit from this partnership. Exciting promotional campaigns are in the pipeline, offering opportunities for fans to win tickets and engage with the tournaments on a more interactive level.
Entain’s acquisition of STS has unlocked valuable advertising rights for the UEFA Europa League and Conference League in Poland. STS, already a well-known and established brand in the country, is poised to leverage these rights to enhance its market position and provide fans with exciting opportunities to engage with top-tier football tournaments.