KNOW THE SCORE is a series of talks where TISA Group invites interesting guests to talk about the latest trends, challenges and best practices at the intersection of business, sport and technology.
In the 13th edition of “Know The Score,” Joachim Stelmach sits down with Szymon Szymański, an expert in marketing and sports sponsorship. Szymański, with his extensive background in advertising and current role at XTB, brings a wealth of experience from working with big names like DDB and Havas Worldwide.
This interview dives into how his unique blend of skills has shaped XTB’s innovative approach in sports marketing, touching on partnerships with sports celebrities and involvement in MMA. Expect an insightful conversation that delves into the practical aspects of combining marketing savvy with the fast-paced world of finance and sports.
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Joachim Stelmach: To start with, I would like to know more about your experience in marketing and sponsorship.
Szymon Szymański: My experience in marketing spans around 20 years. I began my career in the advertising industry, quickly transitioning to advertising agencies. I’ve worked at renowned places like DDB, Euro RSCG, and following the rebranding of Euro, at Havas Worldwide. Later, I became the managing director of McCann’s digital division. My technical journey started with programming, though it was brief. During the first four years of my career, I increasingly focused on strategy and creativity, transitioning from a developer to an Innovation Director – a role that fused technology, creativity, and strategy. Currently, for the past 5 years, I’ve been working at XTB, where I manage global marketing.
Joachim Stelmach: What key changes in the financial market have you noticed in recent years, and how have they influenced XTB’s marketing strategy?
Szymon Szymański: Recent years have brought numerous changes, especially in product offerings. In 2020, we introduced the option to buy real stocks and ETFs commission-free. The pandemic heightened people’s interest in investing, aligning perfectly with our offerings. Our focus is on large-scale brand awareness and seeking innovative brand promotion methods.
Joachim Stelmach: Can you discuss your role at XTB and the nature of your advertising campaigns featuring well-known athletes?
Szymon Szymański: At XTB, overseeing global marketing is my primary responsibility. Our athlete-focused campaigns are crucial. We began our collaboration with Jose Mourinho in 2020, which opened a new chapter in our engagement with sports sponsorship. The aim was to build trust and establish ourselves as a reliable partner. We carefully select ambassadors who represent our core message: XTB is a welcoming platform for all investors.
Joachim Stelmach: Besides sports sponsorship, does XTB engage in other forms of sponsorship or promotion?
Szymon Szymański: Beyond sports sponsorship, we’ve engaged in different promotion forms, like our collaboration with actor Mads Mikkelsen. Such initiatives enhance our brand’s reach and recognition across diverse audiences.
Joachim Stelmach: Why did you decide on sports sponsorship, particularly in disciplines like MMA?
Szymon Szymański: We chose sports sponsorship because disciplines like MMA share characteristics with investing – they’re dynamic and constantly evolving. Sponsoring Iker Casillas was part of our strategy to strengthen our presence in the Spanish market. Our partnerships with organizations like KSW in Poland and Octagon in the Czech Republic help us build brand awareness, leveraging MMA’s popularity.
Joachim Stelmach: What benefits does collaborating with organizations like KSW bring you?
Szymon Szymański: Our collaboration with KSW is beneficial due to its clearly defined cost and media terms. We focus on enhancing brand awareness through ads in broadcasts and other media platforms, achieving broader recognition.
Joachim Stelmach: How do technology and innovation impact XTB’s sports marketing strategy?
Szymon Szymański: At XTB, while innovation and technology aren’t the central elements of our sports sponsorship strategy, we effectively utilize existing platforms and tools, such as Streaming Platforms. We’re always exploring new opportunities and assessing various options, but our primary reliance is on proven solutions.
Joachim Stelmach: Are there any other innovative campaigns in sports that distinguish you in the market?
Szymon Szymański: Our early adoption of MMA sponsorship already distinguishes us. Additionally, our 2022 partnership with Barcelona, where we employed technology to display localized ads, showcased our innovative approach. We continually seek novel and effective promotional methods.
Joachim Stelmach: Considering the results, can you say what the effects of your actions are, both in Poland and worldwide?
Szymon Szymański: While I cannot provide specific data at the moment, I can affirm that the results are impressive. Our foray into sports sponsorship has been successful, and the outcomes in Poland confirm that our strategy is effective.
Joachim Stelmach: From your experience, what are the key elements of an effective sports campaign?
Szymon Szymański: An effective sports campaign’s success depends on several factors. Active collaboration with an ambassador and maximizing their potential is crucial, while partnerships with sports events like KSW offer inherent media benefits. The key lies in strategically utilizing available tools.
Joachim Stelmach: Have you observed any other notable trends in sports sponsorship recently?
Szymon Szymański: Recent trends in sports sponsorship are intriguing. The rising influence of online platforms, like YouTube, in sports is noteworthy. The emergence of new sports formats, like the King’s League mentioned to me by Iker Casillas, exemplifies the evolving landscape. Young generations are attracted to new sports and esports disciplines. XTB is also exploring engagement opportunities in esports.
Joachim Stelmach: Reflecting on your experience, how has your technical background influenced your work in marketing?
Szymon Szymański: Although my programming adventure was short, I always utilised that experience in marketing. My understanding of technology enhances my ability to integrate it with creativity, a skill that proved invaluable as the Innovation Director at Havas and now at XTB.
Joachim Stelmach: Lastly, what are your biggest ambitions and goals for the future at XTB?
Szymon Szymański: My ambition is to further elevate XTB’s global brand, making it widely recognized and respected. We are committed to continuing our investment education mission and developing innovative products that deliver value to our clients.
