Do you know that last year the expenses on sponsoring sporting events and clubs in Poland totaled almost 4 bln PLN? (…) The sums spent on sports in the last 15 years have increased approximately 20 times. This is hardly surprising: in the age of the global market even emotions can be turned into money. Appropriately conducted sports sponsoring is a source of tangible benefits for companies, such as improved image – writes the President of Employers of Poland Andrzej Malinowski in “Rzeczpospolita”.
He points out that much of this sum was spent by the Treasury: many of wealthiest companies are owned by the Treasury and sport needs prosperous sponsors. The projects in question are often big and complicated – giving money to the event organizer is only one of many stages.
– Sadly, for many companies owned by the state and local governments, particularly the smaller ones, this is all there is to it. The chairman likes field hockey? Let’s sponsor an amateur field hockey team, regardless of whether it can be seen as beneficial for the company. A friend of the mayor is organizing pétanque tournament? How could we deny them financing from the company budget… All this without sense, cohesion and a rational plan for brand building. Simply “pay and forget” – he assesses.
Referring to the works on an ethical code for Treasury-owned companies sponsoring sports, Malinowski appreciates the fact that it will be a collection of principles, rather than a legal act with prohibitions and orders. – This is the right choice: everyone would lose if such an important issue was regulated centrally – adds Malinowski.
– The Minister of Sport Witold Bańka certainly has noble intentions and I wish him success in introducing at least some degree of order in such an important field. (…) Sponsoring has to be done rationally, dear chairmen. No more and no less – concludes the President of Employers of Poland.