CANAL+ Polska Turns Fictional Water Brand Into Real Football Sponsor

CANAL+ Polska made a fictional mineral water brand real. Kropliczanka: the made-up bottled water from The Office series—appeared as an actual sponsor on Pogoń Siedlce jerseys during a match against Wieczysta Kraków.

The campaign took a brand that existed only in scripted comedy and turned it into a functioning sports sponsorship. Pogoń Siedlce players wore Kropliczanka logos on their kits. The brand showed up in match-day materials. The execution was real, even if the product wasn't.

Stowarzyszenie Sport Biznes Polska named it Best Sports Marketing Campaign of 2025. The win recognizes the campaign's execution: turning a fictional reference into a working sponsorship activation that ran during an actual league match.

CANAL+ Polska operates as the Polish arm of the CANAL+ Group, the French media conglomerate. The agency created the Kropliczanka advertising campaign to promote The Office series on its platform. Rather than standard show promotion, they built a sponsorship deal around a brand that doesn't exist outside the show's universe.

The campaign ran in 2025. Pogoń Siedlce plays in Poland's lower football divisions. Wieczysta Kraków competed in the same league system. The match happened. The logos appeared. The brand (fictional in origin) functioned as a real sponsor for the duration of the activation.

No word on whether Kropliczanka will sponsor additional matches or if the campaign was a one-time execution tied to the show's release schedule on CANAL+.