Published on August 15th, 2023

Location: Hungary

SPORTFIVE Hungary Ltd. and PENNY Market Ltd. achieve another milestone in partnership

SPORTFIVE Hungary Ltd. - as the exclusive sponsorship and marketing agency of Ferencvárosi Torna Club - and PENNY Market Ltd. are pleased to announce that they are extending their successful partnership for another three years, now reaching a six-year collaboration. This agreement further strengthens the bond between the two brands and enables them to progress towards their shared goals.

As part of the cooperation between SPORTFIVE and PENNY, they have established the PENNY Family Section in the Groupama Arena, offering extra experiences to visiting families. During the first joint sponsorship agreement signed in 2017, 4037 women or children under 18 participated in at least one football match in a season, and this number has grown by 285 percent to date. From the 2021/22 season to the 2022/23 season, they sold 190 more family season tickets, accounting for one-fifth of all season tickets sold in the stadium. Thanks to the collaboration, the number of children's season tickets has increased by 15,68 percent in the past year. As per the earlier decision by SPORTFIVE and FTC, the PENNY Family Section has been rid of profanity and inappropriate behavior, thereby promoting a broader enjoyment of quality matches among fans.

As a new element of the cooperation, SPORTFIVE proudly announces that the PENNY brand has become the title sponsor of the FanZone, which has always featured a diverse and entertaining range of programs in the stadium. Starting from the new season, the area will be named the PENNY FanZone, serving as a dynamic and exciting community space where fans of all ages can find attractive programs. The role of the PENNY FanZone is special and important, as it provides a place where FTC supporters can directly connect with the club, participate in exciting events and activities, and meet former and current Fradi players. Thanks to PENNY's support, the FanZone will offer an even more spectacular and vibrant experience at every match, which our fans will soon have the opportunity to enjoy.

"Our partnership with PENNY leads us towards deeper values and goals. Our aim is to make the football experience accessible to as many families as possible and make the matches of the 34-time Hungarian record champion, FTC, unforgettable. We are proud to have established such a unique collaboration with PENNY. The new PENNY FanZone will be a space where, with our family-focused approach, we strive to create even more memorable moments for the supporters," said András Igaz, CEO of SPORTFIVE Hungary Ltd.

On match days, visiting families have already met various themed programs. There were events such as Health Day, Animals' Day, and they have also addressed the topic of sustainability multiple times in the stadium to entertain and educate the supporters in an enjoyable manner.

"We are delighted that the partnership between SPORTFIVE and PENNY has reached another milestone, allowing us to extend this successful collaboration for another three years, which has been going strong for over six years now. The PENNY Family Section at Groupama Arena has been highly popular in the past, and we are confident that with the new PENNY FanZone, we will be able to support even more families in creating fantastic football experiences", said Mathias Mentrop, CEO of PENNY Hungary.

SPORTFIVE is proud of its ongoing partnership with PENNY, and together, they plan to create even more exciting and successful initiatives in the coming years. The shared goal of the two brands is to strengthen the sense of community and the love for football among an even wider audience.


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

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