PGE plans further sponsorship agreements

Image benefits are not the only benefit resulting from sponsoring activities. As shown by the example of PGE Polska Grupa Energetyczna, it also has a financial dimension. The Company's report for the year 2021 shows that expenditures on supporting sports and culture returned nine times and the effectiveness of sponsoring projects increased by 60 percentage points. For this year, PGE is planning to further expand its sponsoring activities.

"The sponsoring activity, first of all, brings us image benefits, ensures good perception, builds the strength of our brand, but it also brings strictly economic benefits, because from each zloty invested last year we received PLN 9 in advertising equivalent. It means that we received almost nine times more funds than we spent on sponsoring," Wojciech Dąbrowski, President of the Management Board of PGE Polska Grupa Energetyczna, said.

Last year the largest Polish power concern, which supplies energy and heat to over 5 million Polish households, concluded 79 sponsoring agreements. According to the just-published Sponsoring Report, their effectiveness increased by 60 percentage points y/y and reached 863 percentage points. That was also the year when PGE adopted a new sponsoring strategy that aimed at organizing the projects in which the Group is involved.

(Newseria)