Stadion Wrocław, the largest club football stadium in Poland, has become Tarczyński Arena through a new multiyear naming-rights deal.
The 45,000-capacity arena, the home of top-tier Ekstraklasa team Śląsk Wrocław, has partnered with the pre-packaged food group Tarczyński SA in a six-year association worth PLN14m (£2.5m/€3.0m/$3.4m).
The stadium will offer kabanos sausages, hot dogs, cold cuts and protein snacks produced by the Tarczyński company. Tarczyński will be able to organise its own sports and entertainment events at the facility.
In a statement, the partners said there would be no change to the interior of the stadium following the name change but a new logotype of the Tarczyński Arena facility will be placed on the external façade.
“The signing of this contract transfers the stadium to a new financial reality and provides it with significant influence in a long-term perspective,” said Marcin Przychodny, president of the management board of Stadion Wrocław.
“I am convinced that this is also an important moment in terms of image, because the facility acquires a title sponsor after 10 years of operation.”
The JSK Architekci-designed arena was built ahead of Euro 2012 and staged three group games, including Poland’s match against Czech Republic. It has hosted the Polish national team on 12 occasions since opening in 2011.
Tarczyński products are available in nearly 30 countries around the world on three continents, including Germany, the USA and the UK.
“Our dream was to be able to have the Tarczyński brand name in the stadium’s name in the future. We are glad that it was possible in Wrocław, which is so close to us,” said Dawid Tarczyński, a board member at Tarczyński.