FC Porto leverages Polish players for successful market expansion

FC Porto has identified Poland as a primary success story for its market expansion strategy, according to the club's 2025/26 financial report. The club's marketing efforts centered on the presence of three Polish national team players: Jan Bednarek, Jakub Kiwior, and Oskar Pietuszewski.

This presence led to a 394 percent increase in FC Porto's social media followers in Poland, representing an addition of over 183,000 fans. The club utilized this momentum to launch several commercial initiatives, including the ‘FC Porto x Polska’ merchandise collection, social media content in the Polish language, and promotional collaborations with the retail chain Żabka.

Furthermore, the strategy secured a significant business partnership with the brokerage firm XTB, which signed a three-year agreement to become an official investment partner, featuring its logo on the club's match jerseys.