The recent conflict between star footballer Robert Lewandowski and Poland’s national team coach Michał Probierz has gripped the attention of fans and media alike. According to analysts at the Institute of Media Monitoring (IMM), the majority of the Polish national team’s supporters have sided with Lewandowski. The controversy has sparked widespread discussion in the media and may significantly influence the national team’s image—as well as its current and future relationships with sponsors.
A Shocking Decision and a Bold Response
On June 8, the Polish Football Association (PZPN) made a surprising announcement on its official social media channels, “Łączy nas Piłka”: Robert Lewandowski had been stripped of the captain’s armband. Coach Michał Probierz named Piotr Zieliński as the new captain. That same day, Lewandowski publicly declared his decision to step away from the national team as long as Probierz remained in charge. He explained that the coach’s decision—and the way it was communicated—had eroded his trust.
PZPN responded by stating that the coach had personally informed Lewandowski and communicated the change to the entire squad and coaching staff.
What Do the Fans Think?
IMM analysts, who specialize in monitoring social media trends, reviewed reactions from fans on the PZPN’s Facebook, Instagram, and X (formerly Twitter) accounts between 9:01 PM on June 8 and midnight on June 9, 2025. Their findings show that 82% of fans supported Lewandowski, while only 18% agreed with the coach’s decision to appoint a new captain.
The tone of the comments was largely negative—about three-quarters expressed anger, directed both at Probierz and the Polish Football Association on one side, and at Lewandowski on the other. Critics of the decision accused the coach of disrespecting Lewandowski after years of service, with some calling for both Probierz and PZPN President Cezary Kulesza to step down, while others doubted Zieliński’s leadership qualities. Those supporting the change argued that Lewandowski was never fit to be captain, describing him as a self-centered figure and calling the move a long-overdue correction.
Massive Media Reach and Public Impact
Within just one day of the announcement, the topic generated nearly 95,000 media mentions, reaching an estimated 530 million potential contacts. The IMM estimates the media value of this exposure at nearly PLN 100 million (~€23 million).
“That’s a media impact comparable to presidential elections—yet this concerns the decision of a single man,” said Sebastian Bykowski, Vice President of IMM.
“The key question is whether Lewandowski’s decision was impulsive or strategic. If his withdrawal turns out to be a call for systemic change in how the team is managed, it could go down in history as an act of courage and responsibility.”
Bykowski points out that this would not be the first case in sports where a leader, after losing formal authority, gains moral credibility. If so, Lewandowski could emerge not as someone fading out, but as a reformer who uses his status to ignite debate about the future of Polish football.
Probierz Resigns: Who Wins or Loses in the Public Eye?
Just days after the controversial decision and a loss to Finland, Michał Probierz resigned as coach on June 12, citing personal reasons and a belief that the team needed a fresh perspective ahead of future challenges.
“This could be a pivotal moment not only in sporting terms, but also from a branding and communications standpoint,” said Bykowski.
“The data shows Lewandowski’s stance resonated more with fans. From a sponsor’s perspective, that matters: his personal brand has not been damaged—in fact, it may have been strengthened as independent, principled, and value-driven.”
For the national team, the situation is more complex. Losing a figure as prominent as Lewandowski is a blow—not just in terms of talent, but also marketing value. Sponsors don’t just buy jersey space; they invest in emotions, narratives, and heroes. Losing one of the team’s biggest icons in recent history may require a complete overhaul of its communication strategy.
“In the current squad, there’s no one with comparable media power,” added Bykowski.
“At the same time, Probierz’s resignation opens the door for PZPN. Whether it becomes a genuine opportunity will depend on the consistency, authenticity, and thoughtfulness of the federation’s next steps.”
Summary
This high-profile clash between Lewandowski and Probierz has had enormous media, emotional, and commercial consequences. While Lewandowski emerges with his reputation largely intact—or even enhanced—the national team faces a challenge in rebuilding its image and internal cohesion. The coming weeks will reveal whether this crisis becomes a turning point for positive change in Polish football.
