Atlas Group has extended its title sponsorship agreement for Atlas Arena, Łódź’s largest event hall, for another five years. This collaboration, which has been ongoing for 15 years, has seen the venue host nearly 1,200 events, attracting over 9 million visitors.
The partnership, the oldest and longest uninterrupted naming rights agreement in Poland, was renewed at the beginning of 2025. This ensures that the Łódź venue will continue to operate under the name “Atlas Arena.”
A Partnership Rooted in Local Pride
“Atlas Arena is a powerhouse in the event market, intrinsically linked to Łódź. The uninterrupted collaboration with Atlas Group underscores mutual trust and the benefits for both parties. The name Atlas Arena has become a fixture in the minds of Poles as a must-visit stop on major concert tours. This is a prime example of local patriotism, and we are proud that a major Polish company with local roots lends its name to Łódź’s entertainment hall,” said Hanna Zdanowska, Mayor of Łódź.
A strong partner like Atlas Group inspires trust among event organizers, international concert agencies, and visitors alike. This is reflected in the packed calendar of events and numerous sold-out shows. For music fans, Atlas Arena has gained cult status, hosting legendary acts since its first international concert in February 2010, featuring Depeche Mode. The band has since performed there six times. Other stars who have graced the arena include Lenny Kravitz, Sting, Justin Bieber, Rihanna, Andrea Bocelli, Rammstein, Shakira, 50 Cent, Thirty Seconds to Mars, and Twenty One Pilots.
Continued Growth and Development
“Atlas Arena will remain Atlas Arena for another five years! This extension of trust from Atlas Group is met with our full commitment. The past year has been record-breaking, and 2025 promises even more dynamism. We plan to increase the number of events and undertake significant branding updates and modernization of the venue. Our goal is to continually raise standards and reinforce Atlas Arena’s position as a key destination for cultural and sports events,” said Maciej Łaski, CEO of Municipal Arena of Culture and Sport, the company managing Atlas Arena.
Łaski also emphasized the economic impact the arena has on the city. During event days, local hotels are fully booked, and restaurants, particularly on Piotrkowska Street, are bustling with activity. Atlas Arena and the city of Łódź benefit from extensive media exposure, generating PLN 70 million in media value for Atlas Group in 2023 alone, with another PLN 70 million for Łódź through nearly 10,000 media mentions.
A Partnership Built on Shared History
“The heart of Atlas Group beats in Łódź. Since 2009, our partnership with Atlas Arena has been more than just a collaboration; it’s about shaping the history of a venue that symbolizes culture, sports, and entertainment in Poland. Our naming rights agreement is the longest-running of its kind in the country. Over the years, Atlas Arena has become a landmark for Łódź and a venue for unforgettable moments. We’re thrilled to continue supporting this exceptional initiative for another five years,” said Jacek Bik, Advisor to the Board of Atlas Group.
A Bright Future for Atlas Arena
Since its inception, Atlas Arena has hosted nearly 1,200 events, welcoming over 9 million guests. The venue continues to host a diverse range of events, from sports competitions and concerts to world-class performances.
Upcoming highlights in 2025 include concerts by Kylie Minogue, The Offspring, Limp Bizkit, and Lionel Richie, international sports events like the Orlen Cup Łódź 2025 and the Volleyball Nations League Finals 2025, and spectacular artistic performances.
Atlas Arena’s long-standing partnership with Atlas Group exemplifies the power of local collaboration in building a world-class entertainment destination while strengthening its position as a cultural and economic hub for Łódź.
Source: Manager Plus