Our best tennis player in 2022 had one of the best seasons in the history of women’s tennis. She won two Grand Slam tournaments, triumphed in many other competitions of a slightly smaller (but still very prestigious) rank. This translated into a historic first place in the WTA rankings. Świątek became the first representative of Poland to do so in a singles game.
Successive wins made the Raszynianka enjoy a lot of interest from sponsors. The success of 2020 made the Polish woman sign contracts with PZU and Rolex. Over time, it also started cooperation with Xiaomi, and recently with Oshee. According to sport.pl, the advertising profit from Iga Świątek’s game alone brought PZU a gigantic amount.
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As Michał Gradzik from Sponsoring Insight informed in an interview with sport.pl, the value of the advertising equivalent for PZU for 2022, thanks to cooperation with Iga Świątek, was to amount to over PLN 115 million! This is a huge amount, allegedly more than three times higher than the one that went to PZU for 2021.
The advertising equivalent is calculated on the basis of the exposure of the company’s logotype on the tennis player’s outfit during the broadcast. Then they are seen by TV viewers not only from Poland, but from all over the world.
— The subject of the study is the answer to the question of how much money PZU would have to spend to purchase advertising that would enable it to be present in the same communication channels at the same time or place. We work on price list data, analyzing the exact costs, and this is how the advertising equivalent is calculated, Michał Gradzik told sport.pl.
What’s more, successes drive further cooperation. Hence the recent agreement with Oshee, which may precede the next sponsorship contracts for Iga Świątek. This is, of course, excellent news for the Polish woman herself, who does not have to worry about finances and expenses related to competition at the absolute highest level. It is possible that soon we will hear about another high-profile sponsorship deal for the leader of the WTA ranking.
Iga Świątek takes part in the WTA 500 tournament in Doha. Live coverage can be followed in Przegląd Sportowy Onet.
Creation date: today, 15:40
