Football now accounts for more than 45% of Poland’s sports sponsorship-rights market, supported by strong performances by Polish clubs in European competitions and expanding communication and marketing activity. Volleyball remains second, while basketball continues to hold third place despite a decline in market share. The sector is also increasingly shaped by individual athletes. Robert Lewandowski and Iga Świątek remain among Poland’s most marketable sports figures, attracting major international and domestic partners. Rising profiles and new deals involving athletes such as footballer Ewa Pajor, hurdler Pia Skrzyszowska and snooker player Michał Szubarczyk reflect growing interest in athlete-led partnerships, particularly around standout Polish performers. Meanwhile, Maja Chwalińska’s remarkable run to the 2026 French Open final has sharply increased her visibility, after she reached Roland Garros without a major apparel sponsor and relied on support from Polish beverage brand Oshee to help cover her stay in Paris. Former Grand Slam doubles champion Wojciech Fibak told TVP World that Chwalińska’s on‑court charisma and engaging personality could prove especially attractive to future sponsors, praising her as “always smiling, always polite and phenomenal.”