Warsaw, 27 November 2019 – Lagardère Sports Poland, part of Lagardère Sports and Entertainment, was recognised for their contribution to the Ekstraklasa Games campaign at the 2019 IAB MIXX Award, in the Games & esports category.

The Polish team collaborated with Ekstraklasa to produce a remarkable campaign for the esports competition, which was awarded one golden statuette during the ceremony. Lagardère Sports Poland created a sustainable model for how the virtual league could function over the next few years – combining the worlds of football and esports. Gaming agency, Gameset, supported the team with sponsorship activation.

Ekstraklasa Games is one in a series of exclusive tournaments licensed as a FIFA 20 Official League Qualifier. As such, the best players are also competing for points in the FIFA 20 Global Series ranking, and for the right to qualify for the FIFA eWorld Cup. This season, the publisher of the game – EA Sports – decided that the participants of Ekstraklasa Games will be awarded with a higher number of points than in the previous year.

The Ekstraklasa Games 2020 is the second season of Poland’s largest FIFA game contest. It is open to both amateurs and professionals who, following an extensive qualifying period, compete for the right to take part in the grand finale staged in May 2020.

Over 17,000 players registered to participate in the first season of the contest. Broadcasts aired on Polsat Games were followed, over the 5-day period, by 430,000 viewers, and all online broadcasts earned a total of 1.3 million hits. 860,000 views of the Ekstraklasa Games website were recorded throughout the season.

For the 13th time, prizes for the best digital advertising campaigns were awarded at the IAB MIXX Awards Competition yesterday – organized by IAB Polska (Interactive Advertising Bureau Inc.), an international trade association of the online advertising industry.

This time around, 42 advertising campaigns competed for the IAB MIXX Awards, which received a total of 56 nominations in 16 competition categories. A jury composed of representatives from leading agencies, publishers, media houses and advertisers assessed them, considering strategy, creation, implementation and use of media, as well as results and ROI.

More generally, the IAB MIXX Awards showcase how digital advertising is rapidly developing in Poland. Campaigns that seemed extremely innovative and unconventional two or three years ago are now standard across the industry.

Marcin Mikucki, Marketing Director at Ekstraklasa football league, said: “It is a great success and reward for the hard work that we put into this campaign together with all our partners. By connecting the worlds of traditional sport and gaming under the umbrella of the highest football league in Poland, we managed to reach thousands from a young target group. The market potential of FIFA in Poland is still much bigger and untapped; therefore, we are going to continue our activities within gaming and esports, including the second season of Ekstraklasa Games FIFA 20 Official League Qualifier that has already started with great success”.

​Grzegorz Lagowski, esports Manager at Lagardère Sports Poland, said: “The main goal of the Ekstraklasa Games campaign was to create a bridge between Ekstraklasa football league and a young generation. Instead of implementing another typical advertising campaign, we managed to agree with Ekstraklasa on creating the biggest ever FIFA tournament in Poland in order to reach a generation of young football and gaming fans with an authentic and engaging communication platform.”

“Critical success factors were the level of participation in online qualification tournaments, coverage of all broadcasted live events and a strong demographic profile of those we wanted to reach with our communications. One of the biggest challenges was to create a multi-channel content distribution strategy and forming a competition format that would meet the needs and preferences of all different kinds of project stakeholders”.

About Lagardère Sports

Lagardère Sports is a leading sport marketing agency, with a global network of local experts dedicated to delivering innovative solutions that meet our clients’ needs. We believe sport
inspires emotions and passion that are essential to enrich people’s lives and generate powerful collective experiences. At Lagardère Sports, we dedicate our expertise and passion to provide our clients with privileged access to the infinite opportunities of sports. Lagardère Sports is part of Lagardère Sports and Entertainment, a company with more than 1,700 employees worldwide and 50 years of experience. For more information, please visit lagardere-se.com, or follow us on LinkedIn.

About Ekstraklasa

The Ekstraklasa is the top Polish professional league for men’s association football teams. Contested by 16 clubs, operating a system of promotion and relegation with the I liga, seasons start in July, and end in May or June the following year. Teams play a total of 37 games each, totalling 296 matches in the season. Games are played on Fridays, Saturdays, Sundays and Mondays. The winner of the Ekstraklasa qualifies for the Polish SuperCup. The Ekstraklasa is now operated by the Ekstraklasa SA

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