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Commercial intelligence for European sport

We get Polish and Francophone brands into European football.

A written brief names the clubs worth approaching, what a deal should cost, and what the partnership should look like in that market. Introductions come after the research, not instead of it.

MOST, the Polish word for bridge ◆ Central & Eastern Europe ◆ Francophone markets ◆ Research first. Representation earned. ◆ MOST, the Polish word for bridge ◆ Central & Eastern Europe ◆ Francophone markets ◆ Research first. Representation earned. ◆ MOST, the Polish word for bridge ◆ Central & Eastern Europe ◆ Francophone markets ◆ Research first. Representation earned. ◆
The house

A brand that has outgrown its home market in Warsaw or Bucharest hits the same wall every time. The fastest way to buy credibility in Western Europe is a partnership with a club whose name already means something there. But that brand doesn't know how a European club's commercial department works, what a fair deal looks like, or who to call.

It runs the other way too. Every PE acquisition of a European club manufactures the same mandate on day one. The club has to grow commercial revenue in markets it has never touched, and the fund cannot execute that itself. It doesn't know how to walk into a boardroom in Warsaw or Casablanca and close a deal with a local brand.

Poland, Czechia, Romania, Hungary and Croatia hold eighty million people between them, and Western European football is watched there every week of the season. No trusted intermediary knows both that world and the inside of a European club's commercial department.

We map who the right partner is and why the partnership would matter in that market. Research specific enough to take into a board meeting: named companies, what the deal should cost, and who to call. Where a client wants to go further, we can make the introduction and see the deal through to signature.

MOST writes the case for a partnership and, when a client wants it, carries that case to signature. Agencies execute on brief. Consultancies stop at the recommendation.
A note from the founder
Dawid Piotrowski
Dawid Piotrowski — founder
LinkedIn

I watched the same gap for four years. Then I built the bridge.

Born and raised in Brussels. Four years inside adidas and Unisport, managing sport partnerships across Central Europe. I saw the gap, understood both sides of it, and built the bridge.

The same scene kept repeating: a major European club with a Polish international and millions of Polish fans, and no commercial presence in Poland. Across the table, Polish banks and retailers with budget and appetite, thinking about how to get into European football.

Nobody connected them. The global agencies cover the region from London. The local agencies have rarely sat inside a club's commercial department. I’ve done both, in both languages. I wrote my MSc thesis on fashion’s influence on football, which is why the cultural side of a partnership is part of what I sell.

MOST is the Polish word for bridge.

Dawid Piotrowski
4 working languages: native French & Polish, C1 English, B2 Spanish
4+ yrs inside adidas & Unisport CEE sport partnerships
5 rights holders managed at adidas: Ekstraklasa, Legia Warszawa, Raków, the Latvian FA and EAFF
Services

Research first. Representation earned.

Every engagement starts with a written deliverable. Representation comes after the research.

€4,000

The Brief

Fixed fee. Two to four weeks. One market, one subject. A written document, delivered whether or not anything comes of it. Briefs spanning several markets are quoted separately.

  • Market entryWhich clubs or brands are worth approaching, what a partnership should cost, and how to open the conversation. Named, not categorised.
  • Culture and productWhich property carries meaning for your audience, what rights a collaboration needs, and what it costs to make.
  • What comes afterClients who want continuing coverage move to a monthly retainer. Introductions and representation become available once a brief exists, under a written mandate with defined targets and a defined time window. A "no" from a target is a normal outcome, reported as soon as it happens.

"Most sponsorships are sold once the shirt already has a shape. This maps the opportunity before that shape exists."

San Siro
Representation

After the brief.

Once a brief exists, MOST can introduce the two sides and step back for a flat referral fee, or represent one side from approach through signature for a fixed fee plus a success fee on close. Either way the scope is written down first: a defined number of targets and a defined time window.

"A mandate is written down before any approach is made."

Santiago Bernabéu

The culture is the market.

Founder's archive — matchday, somewhere in Europe
Where we work

All of Europe.

MOST operates across the European market as a whole, wherever a brief calls for it. Two markets are primary. Central & Eastern Europe, where the founder has four years of on-the-ground commercial work, native language capability, and an existing network inside clubs, brands and agencies. Francophone Europe and North Africa, grounded in a Brussels upbringing, native French and Belgian citizenship.

MOST covers the markets it knows from the inside, and declines the ones it does not.

Central & Eastern EuropePrimary: Poland, Czech Republic, Romania, Hungary, Croatia
FrancophonePrimary: France, Belgium, Morocco, West Africa
Western EuropeAs mandated, where the brief leads
Market notes — published every two weeks

How we think, in public.

No. 09 — October 2026

Sixteen years, then a better offer

Orlen's deal lapsed, Biedronka left after sixteen years, and the Polish federation published a list of what it had lost. Lidl replaced one of them.

No. 08 — September 2026

The Poles were added value

Polish media read the XTB deal at Porto as a national moment. The man who signed it says the three Polish internationals were a bonus.

No. 07 — September 2026

Zero votes

Poland bid to host Women's EURO 2029 and did not receive a single vote.

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