Host Poland triumphs at the European Athletics Team Championships in Silesia

June 2, 2021 IN THE CATEGORY: Sport sponsorship

Host country Poland triumphed last weekend at the European Athletics Team Championships Super League in Silesia. With over 360 athletes from seven teams participating in the two-day event, Poland successfully defended its title in front of 7,500 spectators. As principal sponsor of this key event, SPAR once again had a great presence with the SPAR logo visible on the athletes’ bibs, track boards, and media backdrops.

Just like in 2019, the Polish team won 10 of the 40 events. However, this year the competition remained in the balance right until the end, with three teams still in title contention until Sunday afternoon. Poland only led by 2.5 points before the final event, ahead of Great Britain & NI and Italy, who fielded strong teams for the men’s 4x400m finale. Poland successfully retained their title with a third-place finish in the 4x400m to take their tally to 181.5 points.

High media interest

Despite a limited number of spectators allowed in the stadium due to the health and safety precautions, the atmosphere in the stadium was electric. Media interest in athletics was once again high, bringing the event live to fans through diverse channels. Strong brand visibility was generated not only through dedicated television broadcasts in participating countries, but also through sports publications and digital media coverage of the competition worldwide. Initial TV audience data showed a high levels of interest in the UK by fans, following all of the action through the national red button option on main broadcaster BBC. Italian fans closely followed the action with 1.9 million people watching the competition across the weekend on Rai Sport.  Livestreaming provided the greatest level of accessibility for sports fans keen to follow all the action through the refreshed European platform which was available in almost all markets.

The First, Second, and Third Leagues of the European Athletics Team Championships will take place 19-20 June 2021.

Source: European Athletics 

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