Ekstraklasa Strengthens Commercial and Technology Strategy with Amazon.pl and Hawk-Eye Partnerships

Poland’s top-flight football league, Ekstraklasa, has announced two significant long-term partnerships with Amazon.pl and Hawk-Eye Innovations, reinforcing its commercial growth strategy while accelerating the adoption of cutting-edge technology across the league.

The agreements underline Ekstraklasa’s ambition to enhance fan engagement, modernise match operations, and strengthen its position among Europe’s most technologically advanced football competitions.

Amazon.pl has become the Official Partner of Ekstraklasa through a partnership that will run until June 2028. The collaboration forms part of Amazon’s long-term investment in Poland and is built around a shared commitment to football as a platform that unites millions of fans.

Alongside the commercial partnership, Ekstraklasa has also entered into a long-term agreement with Hawk-Eye Innovations, part of the Sony Group, through its production arm, Ekstraklasa Live Park.

Beginning with the 2026/27 season, Hawk-Eye will introduce a suite of advanced technologies to the Polish league, including semi-automated offside technology, with implementation scheduled to begin later this autumn. The system will also be fully integrated with the Polish Football Association’s existing VAR infrastructure.

Beyond offside technology, the partnership will introduce enhanced tools for match analysis, officiating and broadcast production, further improving the quality of live coverage and operational efficiency across the competition.

Marcin Animucki, President of Ekstraklasa SA, described the investment as a key strategic milestone.

“This is a very important investment decision made by Ekstraklasa clubs. Continuous technological development is one of our strategic priorities, which we have been consistently implementing across various areas of our business for years. The pace of progress in this area is enormous. Thanks to our cooperation with Hawk-Eye, we are once again introducing the most advanced solutions used in football at the highest global level. These technologies will support the sporting development of Ekstraklasa clubs while enhancing the attractiveness of matches and television broadcasts for broadcasters and fans.”

The twin announcements reflect a broader trend across European football, where leagues are increasingly balancing commercial partnerships with investments in technology to create stronger value propositions for broadcasters, sponsors, clubs and supporters alike.

While the Amazon.pl agreement strengthens Ekstraklasa’s commercial ecosystem through one of the world’s leading technology and retail brands, the Hawk-Eye partnership positions the league at the forefront of football innovation by bringing elite-level officiating and broadcast technology to Polish domestic football.

Together, the partnerships represent another step in Ekstraklasa’s long-term strategy to combine commercial growth with technological excellence as it continues to elevate its global profile.