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PGE secures naming rights to Poland’s National Stadium

Poland’s state-owned power utility, PGE, has secured the naming rights to the National Stadium in Warsaw, home of the national football team, for the next five-years.

The deal between PGE and the stadium operator, PL.2012+, will see the stadium re-named PGE Narodowy (PGE National) from now until 2020 – with PGE’s logo to appear on the stadium’s facade – with a renewal option after that.

The 58,145-capacity stadium was originally built as a host venue for the UEFA EURO 2012 championships, which Poland co-hosted with Ukraine, and hosted the opening match between Poland and Greece. It is ‘home’ to Poland’s national football team and is the largest association football arena in Poland. The stadium has a retractable PVC roof that unfolds from a nest on a spire suspended above the centre of the pitch. The retractable roof is inspired by the cable-supported unfolding system of Commerzbank-Arena in Frankfurt, Germany, and is also similar to the newly renovated roof of BC Place Stadium in Vancouver, Canada.

Although the financial terms of the agreement have not yet been released, Polish newspaper Puls Biznesu has reported that PGE will pay PLN37m (US$9.85m) over the duration of the agreement, though this figure could rise to PLN45m (US$11.9m) if certain targets are met.

Marek Woszczyk, Chief Executive of PGE, said:

The agreement with PL.2012 + is the next step to achieve our main objective of marketing activities: achieving a level of brand awareness and recognition of PGE so that every Pole not only knows the brand, but above all wants to be its client.

The venue’s net loss stood at PLN700,000 last year, but thanks to this naming rights deal, the stadium will be back in the black.